Consumer Research:

Applications in the Real World

Types of Consumer Research

Product Research

Test Marketing

Packaging Test

Pricing Research

Usage and attitude (UnA) research

Distribution Research

Advertising Research

Product Research and

Test Marketing

How New is New?

High

Low

Low High Newness to the market

Ne

wn

ess

to t

he

com

pan

y

26% 26%

20% New product

lines

Revisions/ improvements to existing products

11% Cost

reductions

7%

Additions to existing product

lines

Repositionings

10%

New-to-the world products

Stages in New Product Testing

Concept development and testing

Business analysis

Commercialization

• Quantitative (and also Qualitative) research can be applied in all these stages

Examples of Concept

Examples of Concept

Examples of Concept

• Apogen adalah konter farmasi yang terletak dalam minimarket dan menyediakan produk obat berkualitas, terjamin keasliannya dengan harga terjangkau, khususnya obat generik.

• Apogen merupakan bentuk usaha retail farmasi yang didukung oleh grup yang bergerak di bidang kesehatan.

• Produk yang disediakan adalah obat2 generik, obat bebas (OTC) dan suplemen kesehatan.

Concept Development and Testing:

Techniques

FGD

Monadic Ratings

Paired Comparison Ratings

Sequential monadic

Conjoint analysis

Usage test : including blind test

At central location

Home placement

Central Location Test

Central Location Test

Home Placement Test

Product is placed at consumers’ home

Use the product as guided

Fill Diary

Interviews: pre and post usage

Blind test

Penalty Analysis untuk Formula A – Panel 1

-Warna +Warna

-Kekentalan

+Kekentalan

-Aroma +Aroma

-Manis

+Manis -Susu

+Susu

-Kopi

+Kopi -Pahit

+Pahit -Kemantapan Rasa

+Kemantapan Rasa

-AT Manis

+AT Manis

-AT Susu

+AT Susu

-AT Kopi

+AT Kopi -AT Pahit

+AT Pahit

-0,50

0,00

0,50

1,00

1,50

2,00

2,50

3,00

3,50

4,00

4,50

0% 5% 10% 15% 20% 25%

MEA

N D

RO

P

% RESPONDENTS + Too Much - Too little

Secara umum, di mata para peminum kopi yang juga peminum HCM, FA tidak memiliki atribut yang perlu di improve, kecuali untuk “after taste milkyness” nya.

Penalty Analysis untuk Formula A – Panel 2

-Warna

+Warna -Kekentalan

+Kekentalan

-Aroma

+Aroma

-Manis

+Manis

-Susu

+Susu

-Kopi

+Kopi

-Pahit

+Pahit

-Kemantapan Rasa

+Kemantapan Rasa

-AT Manis

+AT Manis

-AT Susu

+AT Susu

-AT Kopi

+AT Kopi

-AT Pahit

+AT Pahit

-0,50

0,00

0,50

1,00

1,50

2,00

2,50

0% 5% 10% 15% 20% 25% 30%

MEA

N D

RO

P

% RESPONDENTS + Too Much - Too little

Sementara itu, dimata peminum HCM yang bukan peminum kopi, kurangnya rasa manis, kurangnya aftertaste rasa manis, kurangnya rasa kopi serta kurangnya milkyness menjadi atribut yang perlu diperhatikan, karena memberikan mean drop yang lebih besar diantara atribut yang memilki respons lebih dari 20%

Business Analysis and Commercialization

Objective:

Estimate the sales level

Estimate profitability

Techniques:

Test Marketing

Test Marketing

Number of cities to be tested?

At least two cities for each test program

5 major cities: Jakarta, Surabaya, Semarang, Medan, Makasar

Length of test: usually 6-12 months but depends on:

Repeat purchase activity

How soon will competitors react

The cost available

Packaging Test

Examples of Packaging Test: Stick vs Box Complementary or Substitute?

STICK PACK

Examples of Packaging Test: Stick vs Box

BOX PACK

Pricing Research

Price Sensitivity Measurement (PSM) Questions

The respondent is presented with a product / service (and contextual information) and then he/she is asked to identify certain price points in relation to the product – essentially to indicate the perceived value of the product.

• Expensive

At what price do you feel that the product starts to seem expensive but you would still consider buying it?

• Too Expensive

At what price do you feel the product starts to become too expensive and you would not consider buying it?

• Inexpensive (Bargain or Cheap)

At what price do you feel the product starts to seem inexpensive and you would consider buying it?

• Too Inexpensive (Too Cheap)

At what price do you feel the product starts to become so inexpensive that you would doubt its quality and would not consider buying it?

No price prompt (hence, spontaneous) to avoid the potential for the initial price to influence the results

The percentage data of each question is accumulated as follows

[The lower a price is , the more people think it is cheap]

Too Cheap

Too Cheap...

[The higher a price is , the more people think it is expensive]

Too Expensive

Too Expensive...

Cheap

Cheap...

Expensive

Expensive...

0%

10%

20%

30%

40%

50%

60%

70%

$2 $3 $4 $5 $6

Price

Too

Cheap

Expensive

Too

Expensive

Point of Marginal Cheapness :

is the intersection of the expensive

and too inexpensive curves

Indifferent Price Point :

is the price where the number of people

who view the product as expensive

equals the number who view it as

inexpensive; intersection of the

expensive and inexpensive curves

Point of MarginalExpensiveness :

is the intersection of the inexpensive

and too expensive curves

OptimalPrice Point :

The point where resistance against the price is minimized –

those viewing it as too expensive equals those viewing it as too

inexpensive; the intersection of the too expensive and too

inexpensive curves

Acceptable Price Range

Acceptable price range is the range between the PMC and the PME.

Theoretically, few competitive products in an existing category would be priced

outside this range, so there would be few sales outside of this range

Cheap

PSM - Interpretation of output result

IPP

PME

PMC

OPP

PMC OPP Normal (IPP) PME

All Rp 20,204 Rp 25,218 Rp 26,969 Rp 34,657

Panel 1 (Stimuno Syrup) Rp 20,629 Rp 25,282 Rp 27,634 Rp 34,815

Panel 2 (Non Stimuno Syrup) Rp 19,307 Rp 25,183 Rp 26,079 Rp 34,322

PMC OPP Normal (IPP) PME

All Rp 21,010 Rp 26,753 Rp 28,515 Rp 38,485

Panel 1 (Stimuno user) Rp 21,811 Rp 27,738 Rp 29,418 Rp 38,333

Panel 2 (Non Stimuno user) Rp 20,446 Rp 26,212 Rp 27,418 Rp 38,612

F1. Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda murah dan Anda bersedia untuk membelinya? [OPEN] F2. Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu murah sehingga Anda meragukan kualitasnya dan tidak bersedia membelinya? [OPEN] F3. Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda mahal tapi Anda masih bersedia untuk membelinya? [OPEN] F4. Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu mahal sehingga Anda tidak lagi bersedia untuk membelinya? [OPEN] G1. Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda murah dan Anda bersedia untuk membelinya? [OPEN] G2. Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu murah sehingga Anda meragukan kualitasnya dan tidak bersedia

membelinya? [OPEN] G3. Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda mahal tapi Anda masih bersedia untuk membelinya? [OPEN] G4. Jika harga produk ini Rp 25.000, Berapakah harga produk sistem kekebalan tubuh dalam bentuk syrup 60ml yang menurut Anda terlalu mahal sehingga Anda tidak lagi bersedia untuk membelinya? [OPEN]

Branded

Unbranded

PSM untuk Produk Sistem Kekebalan Tubuh Bentuk Sirup – 60ml Base : Semua Responden Ibu, n = 66

UnA Research

Usage and Attitude Research

Understanding how consumers using the product category:

• When do the consumers using the product category?

• What to be used: does variant matters?

• Where do they consume/use the product or product category?

• How much do they use the product?: Heavy, light users?

• How or where do they purchase the product?

• How do they perceive the brands?

• Etc..

Data Collection Technique

Quantitative Research is commonly applied, but Qualitative research might give more insights

Survey

In-depth interviews: semi structured

Focus Group Discussion

Alasan Tidak Meminum Kopi: Kualitatif

Tidak menyukai rasa dan aroma kopi, memiliki penyakit maag, rasa khawatir

akan kecanduan kopi, dan tidak dapat tidur di malam hari merupakan alasan

para responden tidak meminum kopi

“Saya lebih pilih konsumsi

susu, dan saya tidak suka

kopi” HiLo Kacang Hijau –

Non Coffee User

Tidak menyukai rasa kopi

Memiliki penyakit maag

Aroma kopi dirasa menyengat

Khawatir tidak dapat tidur ketika malam hari

Khawatir kecanduan kopi

"Hanya takut kecanduan saja. Saya kan

ada maag juga jadi jarang" Anlene

Vanilla - Non Coffee User

“Baunya terlalu menyengat, saya

tidak suka. Selain itu saya juga

punya penyakit maag jadi akan

sakit ketika selesai minum kopi”

Anlene Vanilla – Non Coffee User

Jenis dan Merek Kopi yang Dikonsumsi Responden

Luwak White Koffie

ABC Susu Good Day ABC Mocca

Nescafe Torabika

Cappucino Kapal Api

Susu

Para responden peminum kopi mengkonsumsi berbagai merek kopi instant

"Sebenarnya kalau lebih suka yang ABC susu karena rasanya

pas sekali antara kopi dan susunya, Saya lebih sering minum

kopi dikantor jadi saya meminum Nescafe karena memang itu

yang disediakan di kantor. Kalau dirumah saya minum kopi

hanya pada saat weekend" Produgen Vanilla - Coffee User

"Good Day dan Luwak White

Coffee. Saya sebenarnya

lebih senang Good Day

tetapi karena saya memiliki

masalah lambung, akhirnya

saya minum Luwak White

Coffee" Produgen Cokelat

Faktor-faktor yang Dipertimbangkan Dalam Memilih Merek Kopi

Rasa kopi

Rekomendasi dari orang lain

Aman untuk dikonsumsi

Merek kopi

Rasa merupakan faktor utama yang dipertimbangkan oleh para

responden peminum kopi ketika memilih merek kopi.

“Yang utama rasa. Kalau rasanya enak pasti kita

ingin sekali membelinya tetapi kalau tidak enak

dan sudah di beli bisa-bisa dibuang” HiLo

Cokelat – Coffee User

"Rasa, keamanannya, kemudian merek kopinya"

Anlene Vanilla - Coffee User

“Saran dari orang tua” Produgen Vanilla –

Coffee User

Panel Non Stimuno Syrup

Ukuran 60 ml

Ukuran 100 ml

33%

67%

H2. Ukuran mana yang lebih anda sukai antara 60 ml dengan 100ml.

Ukuran Kemasan yang Paling Disukai

Memilih 100ml • Isinya lebih banyak

sehingga lebih tahan lama

• Harganya lebih murah dan ekonomis

“”Isinya lebih banyak sehingga tidak cepat habis, dan jadi lebih efisien dari segi harga” Panel Non Stimuno

“Lebih ekonomis karena isinya banyak jado lebih awet” Panel Non Stimuno

Memilih 60ml • Mencoba produk baru

• Harganya lebih terjangkau

• Lebih cepat habis sehingga bisa mengganti varian rasa lainnya

“Karena untuk mencoba suatu produk baru, tentu saya beli ukuran kecil terlebih dahulu. Jika ternyata cocok dan kualitasnya bagus, pasti saya beli ukuran besar” Panel Non Stimuno

“Supaya cvepat habis, jadi kan bisa membeli rasa yang lain” Panel Non Stimuno

“Kalau yang ukuran kecil itu kan lebih murah dan lebih terjangkau harganya” Panel Non Stimuno

Tempat yang Dipilih untuk Membeli Produk Sistem Kekebalan Tubuh

E4. Dimanakah tempat yang paling Anda sukai untuk membeli produk sistem kekebalan tubuh seperti ini? [S]

Panel Stimuno Syrup Panel Non Stimuno Syrup

Toko obat

Warung

Mini market

Supermarket

Apotek

3%

6%

18%

21%

52%

All

Hypermart

Toko obat

Warung

Supermarket

Mini market

Apotek

2%

2%

3%

20%

27%

47%

Hypermart

Supermarket

Mini market

Apotek

3%

18%

36%

42%

Selain apotik, retail modern menjadi pilihan lokasi dalam membeli produk sistem kekebalan tubuh

Distribution Research

Why Distribution Research is Important?

For many products the cost of distribution is greater than manufacturing costs

Location Studies

Location is a critical success factor of retailers

Research aim is to find the best location

• Population density

• Land Price

• Density of Shopping malls

• Density of Modern market:

– Hypermarket and supermarket

• Density of Mini market

• Density of SPBU

• Densisty of Mosque

• RUKO availability

• Number of Wet market/traditional market

• Number of Hospitals

• Post office availability

• Schools (TK, SD, SMP, SMA) availability

• University availability

• Density of ATM (BCA, Mandiri, BRI, BNI)

• Density of Non Syariah Banks (BCA, Mandiri, BRI, Danamon, CIMB Niaga, Permata, Mega, others)

• Density of Syariah Banks (Mandiri Syariah, BRI Syariah, Mega Syariah, BNI Syariah, danamon Syariah, existing BMI)

Advertising Research

Advertising Research

Pre vs Post Aired/launched

Advertising effectiveness:

Reach the target audiences?

Brand recalled?

Message recalled?

Attitude toward brand?

Example of Print Ad Test

Print Ad 1: Ever Seen Before Base : All Respondent, n =1131

30%

70%

Yes

No

Ever Seen the Print Ad 1

34%

30%

27%

24%

22%

17%

1%

1%

1%

1%

TV

Travel agent

Billboard/Spanduk

Website

Koran

Brosur/Leaflet/Flyers

Tabloid

Majalah

Pameran

Airport

Source (n=339)

F2. Have you seen that ad before? F3. Where have you seen those Ad

However, only around 30% of respondents claimed that they ever seen the Nidji Ad version. TV was recalled as the main source of the Nidji version ad awareness

Spontaneous Recall of Print Ad Base : All Respondent, n =1131

1%

1%

1%

81%

1%

2%

1%

3%

Air Asia

Lion Air

Mandala Air

Citilink

Sriwijaya Air

Merpati

Batavia

Garuda Indonesia

Print Ad 1

Recalled % Band " Nidji" 91%

Aircraft Design 25% word "bersama citilink dan

nidji, terbang tinggi menjelajah negeri"

14%

Word "Citilink" 5% Background Colors of ad 4%

Route Destinations 3% Good service 3%

promo price 1%

Print Ad 1

Brand Perception Creates by Citilink’s Print Ad Base : All Respondent, n = 1131

F18. Based on what you have just watched, what is your perception towards the brand?

19% 16% 12%

73% 75% 74%

8% 8% 15%

Print Ad 1 Print Ad 2 Print Ad 3

Very good impressionabout the brand

Good impression aboutthe brand

Neutral impression

Bad impression about thebrand

Very bad impression aboutthe brand

T2B 81% 83% 89% Means 3.88 3.92 4.03

Purchase Intention after Seeing Citilink’s Print Ads Base : All Respondent, n = 1131

F22. After watching that ad, which statement that best describe your intenttion?

1% 4% 2% 1%

27% 27%

16%

59% 60%

61%

9% 11%

22%

Print Ad 1 Print Ad 2 Print Ad 3

The ad strongly encourages me touse the airline

The ad encourages me to use theairline

I have not decided it yet

The ad did not encourage me to usethe airline

The ad did not encourage me to usethe airline at all

T2B 68% 71% 83% Means 3.72 3.81 4.04

Thank You