Question 1

When should we add qual to explain borderline concept screening scores?

Accepted Answer

Any time a concept's quantitative test scores come back inconclusive or borderline, it's wise to add qualitative research to learn the reasons behind the lukewarm reception. Borderline scores — ideas that test in the gray area between clearly good or clearly poor — often mean some people saw potential while others had reservations. Follow-up interviews or focus groups with participants can reveal exactly what was confusing, unappealing, or missing in the concept. Maybe the value proposition wasn't clear, or a particular feature excited some users but turned off others; qualitative discussions help pinpoint those issues. Bringing in qual at this stage allows the team to decide whether the concept can be tweaked and improved or if the lukewarm score is a sign of a deeper flaw. In short, whenever numbers alone leave you on the fence about a concept, qualitative context will illuminate the path forward.

Question 2

When should we use dubbing versus subtitling when testing concepts globally?

Accepted Answer

It depends on the audience and the importance of the original audio. Use dubbing when you want participants in each country to experience the concept as if it were made for them, without the extra effort of reading text. Dubbing is often best if the visuals are complex or the emotional tone in voice is critical - it helps ensure comprehension because viewers can focus on the imagery and message in their own language. On the other hand, subtitling can be effective when you need to preserve the original audio (say the voice of the original actor or spokesperson is important to the concept) but still provide translation. Subtitles are usually quicker and cheaper than producing multiple dubbed versions, and in markets where people are used to subtitles, it won't be a big barrier. So, if native-language immersion and ease of understanding are top priority (and budget allows), lean towards dubbing. If authenticity of execution or speed is more important - and the audience can handle reading - subtitling is a solid choice.

Question 3

When is path-to-purchase research essential for new product launches?

Accepted Answer

Path-to-purchase research is essential for a new product launch when understanding each step of the customer's decision journey is critical to your success. If your product enters a competitive or unfamiliar market, mapping how consumers go from awareness to consideration to purchase ensures you identify all the key touchpoints to influence. For example, if launching an innovative gadget, you need to know where potential buyers seek information (social media reviews, in-store demo, word-of-mouth) and what obstacles or questions they have along the way. This research is especially vital for high-investment products or any launch where a misstep at one stage (say poor retail presence or unclear messaging during research phase) could derail the sale. By conducting path-to-purchase analysis, you can tailor your marketing, educational content, and distribution strategy to guide consumers smoothly from interest to conversion, increasing the odds of a successful launch.

Question 4

What localization issues complicate cross-channel insights in global campaigns?

Accepted Answer

When running a global campaign, local nuances can make it tricky to unify insights across channels. Different countries favor different channels and metrics - for instance, a campaign might rely on WhatsApp engagement in Brazil but Twitter impressions in the US, complicating direct comparisons. Language differences are another big factor: sentiment analysis or social listening needs to handle slang and context in each local language, which can lead to misinterpretation if you just apply one model globally. Even data formatting and privacy rules vary: some regions might limit user-level tracking (think GDPR in Europe), meaning your web analytics data won't be as granular everywhere. Cultural response differences also mean a 'good' engagement rate or click-through can differ by market. All this means that to get accurate cross-channel insights, you often have to localize your measurement approach - calibrating benchmarks per region, translating and culturally adapting surveys or text analytics, and normalizing data definitions - before rolling everything back up to a global view.

Question 5

When is virtual concept testing more effective than in-store pilots?

Accepted Answer

Virtual concept testing is more effective than in-store pilot testing when you need fast, broad feedback early on or when the idea doesn't require a full physical retail context to evaluate. If you're in an early product development stage, showing concepts online to a large sample of target consumers can quickly gauge interest and help you narrow down options much more cheaply than setting up multiple in-store trials. Virtual tests work well for things like packaging designs, branding, or product variations where visual appeal and concept clarity are the main questions - these can be judged from images or descriptions without needing a shelf environment. It's also ideal when you want input from diverse regions without the logistics of physical pilots in each market. In contrast, in-store pilots become crucial later when context matters (for example, seeing how a product performs on an actual shelf next to competitors or how store layout affects buying). Often, teams will use virtual testing to efficiently screen and refine concepts, then validate the top candidates in real stores for final confirmation.

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Market Research FAQs with Expert Insights

When should we add qual to explain borderline concept screening scores?

When should we use dubbing versus subtitling when testing concepts globally?

When is path-to-purchase research essential for new product launches?

What localization issues complicate cross-channel insights in global campaigns?

When is virtual concept testing more effective than in-store pilots?