|
|
|
|
N-Light
IdeaCon®
Idea to Concept Development Research:
A multitude of ideas need to be generated
and exposed to the consumer to select
winning ideas. These ideas are written
as concepts, to be tested with consumers
before they can see the light of day to
help achieve the desired marketing objectives.
At Lumière we have engaged in full service
idea to concept stage consulting complete
with idea generation, idea sorting, concept
development and concept testing with the
N-Light IdeaCon® product suite.
The task at hand is to generate ideas,
screen them, select, refine them and then
finally conceive a breakthrough idea that
works for the product. The concept creation
begins after an in-depth consumer and
marketing understanding. The goal is to
partner with and serve as the catalyst
in the client's concept development programme.
We have partnered with brand teams in
the development of extensive market activation
programmes for key brands in personal
wash and fabric wash in the country.
|
|
|
|
| N-Light
ChronoTest® |
|
The advantage of the Lumière N-Light
ChronoTest® product suite technique
includes refinement of concept and product
at early stage of development. This offers
additional benefits of a saving of cost
and time and rich consumer interface for
the client (R&D teams, marketing and packaging
development).
Concept Testing:
Multiple concept options can be tested
qualitatively with the intention to expose,
test and refine concepts. Preferred concepts
can be selected for further quantitative
concept testing.
We have tested communication concepts for
an online Internet trading brand.
Product Testing:
Product development is a long and tedious
process with each element of the product
and early stage consumer feedback can help
arrive at the optimal product mix.
Techniques for iterative sensory testing
are used in Spot, Experiential and Experiential
extended use for key testing parameters
and performance attributes viz., appearance,
colour, taste, perfume, skin feel, efficacy
expectations.
We have designed and executed extensively
clinical trials for a national hair care
brand and worked in developing each element
of the marketing mix.
|
|
|
|
N-Light Pack® |
|
Pack Testing: Packaging
plays a vital role at the moment of truth
when the buying decision is made. A good
product wrapped in an unattractive and non-user
friendly pack, stocked in an insignificant
place within the store will result in a
natural death of the brand. Attractive packaging
generates curiosity and trial intent among
prospects and regular consumers.
At Lumière using the N-Light Pack®
suite of packaging testing tools suited
for various stages of pack development,
we evaluate the impact of packaging on consumers'
preference along with merits and demerits
that trigger consumer behaviour. We have
tested the interaction of packaging with
other elements of the marketing mix, especially
price, the value rub-off, intent to try,
and the fit with the brand identity.
The pack testing suite includes products
to sort through multiple pack formats, in-depth
take out on fewer pack options for preferences,
reactions to packaging in simulated shopping
situations and observation of shopping behaviour
in the packaging context.
We have worked closely with brand teams
and packaging development departments and
cells of agencies in selecting optimal packaging
solutions.
|
|
|
|
|
| N-Light
Watch® |
|
We have observed rural consumers in over extended periods in the context of their interactions within family, social situations, their interaction with their crop across seasons, media consumption and the relationship with brands and product categories.
Rural Experience:
Lumière has conducted many rural studies in both in agricultural and FMCG industries all of which continually build on an understanding of rural India and the consumer.
We have experience in categories as varied as seeds, weedicides, toothpaste, personal wash, skin care & beverages. We employ a range of methodologies in line with the business problem and the objectives of the study. Some of the methodologies that have been used successfully in rural studies are N-Light Watch®. |
|
|
|
|
| N-Light
Mystery® |
|
Unless a marketer thinks and behaves like
a customer, he would be clueless about the
quality of products and customer service
offered by his company personnel. At Lumière
we have used N-Light Mystery® to
study the adherence to service quality standards
at a beauty services chain. A unique process
for identification and training of the "mystery
consumer" and a process for collection of
sample data, its analysis and presentation
make N-Light Mystery® a distinctive
product.
|
|
|
|
|
|
| N-Light
Price® |
|
Price plays a pivotal role in consumer's
decision to make a purchase. At Lumière
we have used the N-Light Price® suite
of techniques to gauge the appropriateness,
value connotation, elasticity and the impact
of price on consumer preferences. Price
testing is often conducted in conjunction
with other elements in the product mix.
At Lumière we have conducted seminal studies
to understand the mindset of organisations
on pricing strategy and the impact of low
cost pricing.
|
|
|
|
|
|
|
|
There is no perfect formula to judge the
effectiveness of an advertisement. The
success of an advertising message is judged
by the customer's recall of the brand
at the time of purchase, emotions triggered,
conclusion derived from the brand messages
resulting in brand choice by from amongst
competing
brand messages.
The N-Light AdTest® suite of advertising
testing products reflect the Lumière capability
and experience in the area of testing
each stage of advertising development
viz., ad concept development, message
creation - visual and text, script testing
or narramatics, animatics and finished
advertising.
We have experience in application of research
techniques across print, radio, and television
media
An evaluation is made on parameters of:
Attention seeking of the advertising
message
Intention to try
Desire to purchase
Appeal based on comprehension,
likeability and relevance
The communication is tested for memorability,
enjoyability and fit with the overall
brand image.
|
|
|
|
|
|
Allows the screening of a battery of TV commercials with the objective of evaluating the relative impact and clutter breaking ability, and to compare attention, likeability, repeat viewability, relevance and persuasiveness.
|
|
|
|
|
|
This is a suite of products to manage greater levels of customer connect and build on going understanding of the customer in the areas of habits and attitudes. This could be done at the consumer's home to understand at a deeper level what drives the consumer to behave in a particular way or at a central venue.
Rural Omnibus
The Rural Omnibus is a unique fusion of methodologies to provide on-going information on the rural consumer. Lumière has invited Market Probe Pvt. Ltd. as the partner in the quantitative partner with them in developing a Rural Omnibus. The pilot study is a 2 state study and will be underway in May '05 with 2 clients (agri products and petroleum products majors).
|
|
|
|
|
|
A powerful technique to zero in on the
'Moment of Truth' in purchase or usage
behaviour N-Light Flash® has been
used to provide:
At
Lumière we have used these to study triggers
for purchase and usage of branded foods
A variation of the technique has been used
to study a typical day and habits of media
professionals. The technique has been used
to study the unique relationship between
doctors and paediatric patients, the moment
of choice that impacts choice of a doctor
and prescribing of a specific drug.
|
|
|
|
|
|
As much it is crucial for a marketer to
project the right image of his brand as
visualised by him, it is equally important
to build a positive image of his company
as well. Only then can world-class companies
can build world-class brands. The corporate
image of a company comprises of its image
reflected in the eyes of its employees,
customers, shareholders, suppliers, investors
and the community at large.
At Lumière we have worked on corporate
brand image studies across national and
multinational clients with findings and
recommendations used in corporate communication
development. The technique has been used
for testing audio and visual symbols to
build corporate image for organisations
in the FMCG, pharmaceuticals and urban
development sectors.
The technique has been used for a situation
analysis and communication development
inputs for a European aviation and defence
equipment-manufacturing conglomerate.
|
| N-Light People® |
At Lumière we have an experience in manager internal customer/ employee feedback across all levels of hierarchy. Our recommendations have helped organisations across sectors, in implementing programmes, which have positively impacted employee satisfaction and resultant organisational performance. |
| |
|
| N-Light Customised Studies® |
In addition to these
studies, at Lumière we have conducted a wide
range customised studies to address and answer
numerous problems pertaining to business across
functions and interest groups.
We have facilitated creativity and ideation
programmes for clients.
We have experience in partnering with key
advertising agencies in pitch presentation
to various sectors viz., mutual funds, diamond
jewellery, city and urban development.
We have participated in competition benchmarking
and feasibility for launch of a new water
purification device.
We have participated in a study to develop
the spatial identity for a large multinational
and prepare a brief to the architect in the
renovation of corporate headquarters.
We have participated in a study of internal
and external customers with the objective
of enhancing quality of interpersonal relations.
We have developed a case study on "Winning
Teams" as part of the output for a study on
the DNA of "Great Teams."
We have developed a research model for a multinational
retailer operating in the direct to home servicing
space to leverage data on customer buying
for answering business questions.
The research model was used for launching
a mega on line promotion for a fabric wash
brand We have conducted a study for the website
development for a network marketing brand.
|
|
|
|
| N-Light Behaviour ® |
Usage & Attitudes Study The study attempts to understand mindsets, habits, perceptions & beliefs which lead to a specific brand choice or rejection, identifying need gaps which could help generate new product ideas to fill in an existing lacuna. |
|
|
|
|
