Consumer Electronics: Typical Engagements
Installation and Service Satisfaction: HDTV Cable Box
ConStat conducted focus group discussions for a leading media company. Respondents were comprised of customers who had recently had an HDTV cable box installed in their home.
The primary objective of this research was to collect feedback from early adopters of the HDTV cable box and service in order to evaluate installation product performance and product service support. In addition, the study sought to garner the insights of these early adopters in hopes of better conveying the benefits of HDTV and high definition programming to other customer groups.
Results revealed opportunities for increased revenue and specifics for improvements to critical deliverables, retail/point-of-purchase promotions and television advertising.
Brand Dynamics Research: Consumer Electronics Devices
A leading company in the consumer electronics market commissioned research to deepen their understanding of brand choice dynamics, category adoption and the equities of various brands/sub-brands competing in their three key lines of business: DVRs, MP3 Players and DVD Players.
The study utilized a national online panel of 1,430 qualified respondents that included a mix of specific product users and intenders. Qualitative research was conducted to uncover brand and category drivers prior to fielding the quantitative research.
The company wanted to align its brand assets with the brand choice drivers in each key line of business. The company used the insights gained from this research to expand their portfolio with cutting-edge new products.
Retail Channel Perceptions Study: HDTV
ConStat was commissioned by one of the largest and most successful consumer electronics corporations to create and execute focus groups with two goals: Educate the client on the perception of their products in the real world, and measure the client’s effectiveness in communicating with line salespeople throughout the U.S. and Canada.
Conducted prior to the holiday season, ConStat moderators met with hundreds of in-store salespeople. Through these discussions, our team was able to accurately inform the client about the strengths and weaknesses of their brand, their products, and their ability to effectively communicate with those on the front line. This information was then used to strengthen the client’s outreach programs and position them for the holiday sales season.
Co-Branding Logo Testing: Home Media Hardware
Two Fortune 500 technology companies were sponsoring print advertising that introduced a new home media product to high-end consumer buyers. They needed to understand how alternative messaging strategies and logo treatments impacted purchase interest.
Working directly with the advertising agency and the two clients, ConStat designed an online research study to measure not only which advertising execution was the most effective in delivering the desired messages, but also provided measures that determined the equality of brand takeaway. Using a monadic research design, ConStat completed over 2,400 interviews in the U.S. and key European markets.