1wr rapitests for design

All rights reserved. RapiTest is a trademark in France and/or other countries. Protected by patent 2 943 438 in France and other countries.

RapiTests for Design

Contact: Alexandre Khan @ One World Research (1WR)Tel: 44 (0) 20 7099 4801, Email:[email protected], Internet: www.1WR.net

R a p i T e s t sfor Design


Questions RapiTests address

How is my design/rendering perceived, which variant or lifting is preferred, also when compared to competition? On what key communication attributes?

Which design has a higher potential for launch? How can a design be improved?

Do consumers find my design different or similar to others? Why? Is this a new category?

How do consumers describe its appearance, ease of use, do they find visuals, symbols and texts clear and engaging?

Is the product considered top range, can it be offered at a premium price?

How can I plan and get more out of design research and better understand consumer opportunities?



Scope

Combines internet with in situ exposure of new product designs at various stages: rendering, prototype or finalised products

Rendering evaluation may be conducted on multiple screens, orchestrated through a scenario, that may integrate survey questions

Central Location (CL) based, eventually using mobile solutions (see photo)

Uses either incentivized: street intercept respondents pre-recruited more specific respondents

Conducted in major cities of Europe and worldwide

Mobile Solutions in Europe



Benefits Fast: results are available when fieldwork is completed Ability to represent:

renderings on multiple screens used for 2D & 3D simulations for “touch and feel” appreciation

prototypes or real products, replicating shopping environment or other conditions

Quality of central location testing with supervisor presence, and speed and advantages of internet research

Flexible: probing further where needed, can sequence tests to screen out alternatives

Integrated project, questionnaire/questions in different languages, for standardization

Transposition of results, through data-mining and knowledge base (ExtenSights)

Cost effectiveRendering “touch and feel”



General Methodology

Combining central location with the flexibility and speed of the internet offer many methodological possibilities.

Uses either P&P and/or PCs HD screens or CAPI (Android or iOS IPad)

RapiTests can either be adapted to existing best practices or use 1WR question and questionnaire advice, to suit your particular requirements.

1WR has standardized questions for various design stages (see following Rendering methodology)

Planning are established for regular or continuous projects

Question example



Methodologies

Recruitment

Design against competition (n=100)

Specific design parts (n=100)

Upon selectedrespondents

In-depth (option)

Likes/dislikes & why’s

Specific to parts

Recruitment

Preference

Why’s

Uniqueness, Relevance, Likes

Purchase intent/price levels

Imagery/attribute ratings

Imagery/attribute ratings

Purchase intent/Value for money

Preference

Tie break among alternatives

Tie break among alternatives

Intercept situation, London



Rendering Methodology (1/2)HD Screen Layouts

Overview example

1280 x 768

1280 x 1024

1280 x 1024

High wall example

Panorama exampleFace

Face

Face Profile

Profile

Overview example

Panorama example

High wall example

Question example



Rendering Methodology (2/2)Scenario making

Rendering, photos,

video are dragged-and-

dropped to create

simulated interactive

scenarios for multiple

tracks/screens

Encrypted, can only be

played through

WallMuse® application,

screen copying restricted

Patent pending



Outputs examples

14%

5%

19%

34%

28%

12% 12%

25%

35%

16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

A B C D T

1st choices

2nd choices

B ab

A+

Bc

A+

B

A+

B+

+C

+t

a AB

t

Consumer preferences: Design T is polarising and outperforms competitor except for leader D

Lower case characters show significance at 80 percent; Upper case characters show significance at 90 percent; Single plus sign (+) shows significance at 95 percent; Double plus sign (++) shows significance at 99 percent

Results are presented

after the end of fieldwork.

Typical presentations

include significancy tests



Norms, modelling & KB

1WR proposes to manage different RapiTests to: Enable benchmarks of product tests, offering

guidelines to help improve question formulation, questionnaire design and methods

Model to better understand consumer demands, competitor strengths and weaknesses, opportunities, and in general consumer liking

ExtenSights offers context based insights that are extracted from a common knowledge base:- allowing reuse of data across different products while protecting both proprietary data and confidential customer information- making sophisticated market intelligence accessible, also to non researchers internally and externally for client relations, as a proactive service to support NPD

extenSights



Locations• ARGENTINA (AR): Buenos Aires,

Cordoba• AUSTRALIA (AU): Sydney, Canberra

and Brisbane • AUSTRIA (AT): Vienna• BELGIUM (BE): Brussels• BRAZIL (BR): São Paulo, Rio de Janeiro,

Salvador, Belo Horizonte, Fortaleza• CANADA (CA): Toronto , Ottawa,

Montreal• CHINA (CN): First tier cities: Beijing,

Shanghai and Guangzhou/Second tier cities: Shenyang, Chengdu

• DENMARK (DK): Copenhagen and Aarhus

• FRANCE (FR): Paris, Lyon, Bordeaux, Marseille

• FINLAND (FI): Helsinki• GERMANY (DE): Hamburg, Düsseldorf,

Cologne and Munich • GREECE (GR): Athens, Thessaloniki• INDIA (IN): Mumbai, Delhi, Kolkata,

Chennai• ISRAEL (IL): Tel Aviv• ITALY (IT): Milan, Rome

• JAPAN (JP): Tokyo and Osaka.• KOREA SOUTH (KR): Seoul, Pusan• MEXICO (MX): Mexico, Ecatepec,

Guadalajara • MOROCCO (MA): Marrakech• NORWAY (NO): Oslo• PHILIPPINES (PH) : Manila• POLAND (PL): Warsaw• PORTUGAL (PT): Lisbon, Porto,

Coimbra• RUSSIA (RU): Moscow, St Petersburg• SENEGAL (SN): Dakar• SPAIN (ES): Madrid, Barcelona,

Valencia• SWEDEN (SE): Stockholm, Goteborg

and Malmö• SWITZERLAND (CH): Geneva, Zurich• TURKEY (TR): Istanbul, Ankara• UAE (AE): Dubai• UK (UK): London, Birmingham, Bristol,

Glasgow• USA (US): Miami, New York, Chicago,

SF, Dallas



In-depth Qualitative Option

• Selected articulate respondents (generally 10) can be asked to explain their answers and indicate more in detail the reasons of their choices.

In depth diagnostics

Likes/dislikes reasons

Likes/dislikes reasons and

prompted understanding

Attribute support and

explanations

Relevance, uniqueness, like

diagnostic explanations

Tie-break explanations

Projective techniques



Costs

Depend upon: • the incidence to recruit respondents (generally

between 50% to 30%)• the duration of the questionnaire (generally

between 15 min to 30 min)• the cities where tests are conducted• the necessity of special equipment• the number of tests

Contact: Alexandre Khan @ One World Research (1WR)Tel: 44 (0) 20 7099 4801, Email:[email protected], Internet: www.1WR.net

1wr rapitests for design

Business

design research

design different

design contact

various design stages

rendering methodology

specific design parts

specific respondents

wr question