1. Up to 36 different elements can be tested (at this moment).
2. No restrictions to how elements can appear together in presented concepts.
3. No dimensions for forecasting which would be required for a regular Ideamap® .
4. A variety of preset designs for different category and element combinations.

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Is IdeaMap.NET&trade right for the project?"

There are three possible answers:

"Yes!"

In most situations, IdeaMap.NET&trade is likely to be an excellent part of a concept development program! If you have answers to all the points in the initial background discussion, virtually all study design issues are likely to fall into place. Without the answers, much back-and-forth indecision is likely.
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"Not yet"
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If the project team has no preliminary research, knows nothing about the category, and their marketing possibilities are "all over the place", you are not ready to use IdeaMap.NET&trade. IdeaMap.NET&trade is best used as an optimization tool--making a concept the best it can be. This cannot happen if the basic premise is too broad or if the range of elements tested encompasses too large a range of product options (it's not one product or line anymore; it represents several categories or distribution systems or target users or purchase behaviors). In this case, the client may need to make some basic decisions about:

1. most immediate action versus later action
2. most viable from a financial-risk standpoint
3. most-likely future buyers
4. greatest volume opportunity

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• IdeaMap.NET&trade is an interactive technology, in which the respondents are presented with multi-media stimuli (text, graphics), and their ratings are acquired. Furthermore, IdeaMap.NET&trade is a technology which, on an individual basis, analyzes the data and creates an individual model for each attribute, as well as for speed of response.
• Other procedures are either PC based or present a set of static HTML pages which is not sufficient for a high level conjoint project.
• Other procedures do not immediately create a model, but rather, just acquire data.
• If we were to describe the advantages of IdeaMap.NET&trade over current procedures, we would talk about presentation, modeling, and instant optimization capabilities.
• Most other conjoint methods work at the intellectual level, where the consumer is asked to trade off between two options, after a carefully considered opinion.
• IdeaMap.NET&trade works at the more emotional, immediate level, where the respondent is presented with a stimulus, and quickly responds.

• Most conventional procedures in conjoint measurement are laborious. The interview requires the panelist to rate full profiles or concepts. [In other cases the consumer selects which element from a pair of elements they prefer--thus giving rise to the appreciation of tradeoff analysis]. The interview is tedious, and the analysis is conducted off-line.
• In order to secure a competitive advantage, i-Novation Inc. recognized the need to make the data analysis rapid.
• IdeaMap.NET&trade technology allows for fast turnaround in two steps:
  Step 1: Create the individual additive model showing (for that consumer) the part-worth contribution of every element to the consumer attribute rating.
  Step 2: Optimize a concept based upon the utilities.

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• Background or current business situation
• Current advertising and marketing strategy
• Current user background
• Future strategic objectives
• Likely support levels
• The part this study plays in the overall research program

• If you want to re-interest lapsed users while retaining the current franchise, you should interview both current and lapsed users.
• If you have a new product and can invest heavily to build a user base you may want to interview a broad range of category users.
• If you have a limited budget you may want to focus your interview on heavy users.

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• If a study has more than four (or five depending on the design) categories, not every category will be represented in any one concept.

Elements

What is an Element?

·         Words and pictures that convey inherent selling points or characteristics of a product or service can be considered an element. Examples:

"Works from the inside out"
"Gets you where you want to go"
"$4.99 for a package of 12"

How do you set up the Element List?

·         First, you need to know the objectives of your study.

·         Next, you develop elements that present several different ways of communicating each idea.

Elements come from past concept tests, old creatives, the advertising agency, qualitative research, and competitive materials.

·         Then, group the elements together into categories based on similar characteristics.

·         Finally, you will name each category and assign it a two letter code.
Each element within a category is identified by the two letter code and an automatically assigned number.

TIPS

An element set should present several different ways of communicating each idea.

·         Elements should be grouped together into categories based on their similar characteristics.

·         Elements that target the emotional benefits of a product are especially useful, as are elements that incorporate user imagery.

·         Allow yourself enough time for the edit/approval process of the element list. Once a first draft of an element list is completed it will probably need to be edited not only for grammar and spelling but also for client approval.

·         Make sure there are no typos (use Spellchecker where available) and no duplications.

·         Elements should be typed in the native language of the study.

Types of Elements

Within each category there are elements which support the theme of that category name. There are two (at the moment) types of elements: text and visual. They should range from the single-minded in focus to highly romanced and imagery oriented ideas. Using a wide range of elements lets the sample group help you identify the features, which truly get them interested in trying these products.

Text Elements

Text elements are written phrases, statements, claims, slogans, brand names, prices, etc. They are used to convey a message or a feeling about the subject of your study. Anything that is an inherent selling point or characteristic of a product or service can be considered an element. Elements should be complete thoughts that stand on their own (not parts of a sentence).

Text Element Requirements

·         Maximum element length - 512 bytes (in certain Far East languages one character may occupy 2 or more bytes), including spaces

·         Optimal element length is about 70 characters, including spaces

·         Elements should begin with a capital letter.

·         It is not necessary to insert a period at the end of the element.

Note: Only one element from any category will appear in each concept.

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What are Multimedia Elements?

Visual Elements

In addition to written statements, elements may also be visuals. You can create your own library of visuals. It is important that you know just what is needed in order for the visuals to be scanned (e.g. size and resolution).

There are various kinds of visuals that may be used depending on your needs. For example:

1.        Product or packaging examples or prototypes.

2.        Examples of likely users or usage situations.

3.        Imagery visuals such as those that portray a mood or feeling the product might suggest although not necessarily showing the product.

Visual Element Requirements:

·         May be either color or black and white.

·         Visuals should not be dark - lighter is better, but with good contrast.

·         Size of visuals:  up to 20K

·        File type - JPEG, JPG, GIF.

Reminder Note: There can only be ONE non-text category.

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What is Rating Question?

It is important to clarify what you want to learn about the elements you will be testing. Do you want to know consumer interest or the uniqueness of these elements/concepts, or something else?

The combination of elements – text and graphics -- will create the concepts to be tested. To find out how consumers will react to these concepts you need to create questions on which the concepts will be rated. The learning you want will dictate the questions you ask. You may ask only one question (at this time).

The rating scale for questions in the IdeaMap.NET™ fixed to 1 to 9.

Some examples of possible questions are:

How interested are you in this concept? (1=Not at all interested ... 9=Very interested)
How unique is this concept? (1=Not at all unique ... 9=Very unique)
Is this concept more appropriate for men or women? (1=Only Appropriate for Men... 9=Only Appropriate for Women)

Sample Rating Questions:

How interested are you in this product?

(1 = Not at all interested . . . 9 = Very interested)

How interested are you in this concept?

(1 = Not at all interested . . . 9 = Very interested)

How well does this concept fit the ACME brand?

(1 = Does not fit at all . . . 9 = Fits very well)

How interested would you be in buying this product?

(1 = Not at all interested . . . 9 = Very interested)

How would you expect this product to be priced?

(1 = At a value price . . . 9 = At a premium price)

How interested are you in trying this <product>?

(1 = Not at all interested . . . 9 = Extremely interested)

How new and different is this <product> from those currently on the market?

(1 = Not at all new and different . . . 9 = Extremely new and different)

How believable is it that this product will do what it says?

(1 = Not at all believable … 9 = Very believable)

How UNIQUE is this product?

1 = Not at all unique . . . 9 = Very unique 

How interested are you in this offer?

(1 = Not at all interested . . . 9 = Very interested)

How INTERESTED are you in visiting this website?

(1 = Not at all interested . . . 9 = Very interested)

How FREQUENTLY would you visit this website?

(1 = Very rarely . . . 9 = Very frequently)

How does this ACME concept compare to what is currently available?

(1 = Much worse . . . 9 = Much better)

How well do you think this concept fits the image you have of ACME?

(1 = Doesn't fit at all . . . 9 = Fits very well)

How would you rate this packaging overall?

1=Poor...9=Excellent

How similar or different is this coffee package from other coffee packages?

1=Very similar...9=Very different

How much do you like this package?

(1 = Not at all. . .  9 = Very much)

How likely would you be to purchase your favorite coffee in this package?

(1 = Not at all likely. . . 9 = Very likely )

How effective would this package be at keeping cereal fresh after opening?

(1 = NOT AT ALL EFFECTIVE...9 = VERY EFFECTIVE)

How easy do you think this package would be to use?

(1 = NOT AT ALL EASY...9 = VERY EASY)

How different is product from those that you currently know?

1 = Not at all different ... 9 = Very different

Compared to current hot cereals, does this product provide...

(1 = Fewer Advantages . . . 9 = More Advantages)

How does this product compare to other <product type> products currently available?  OFFERS...

1 = Less Advantages . . . 5 = Same As Others. . . 9 = More Advantages

How closely does this vignette apply to you?

(1 = Definitely does not apply . . . 9 = Definitely does apply)

How interested are you in trying this product?

(1 = Not at all interested . . . 9 = Very interested)

How believable are the claims for this product?

(1 = Not at all believable … 9 = Very believable)

How likely are you to request more information?

(1 = NOT AT ALL LIKELY . . . 9 = VERY LIKELY)

How likely are you to sign-up for this service immediately?

(1 = NOT AT ALL LIKELY . . . 9 = VERY LIKELY)

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What is Introductory Page (positioning statement)?

Because the elements for each concept are drawn randomly, there is no means of assuring that the concepts will identify the product category or flavor variant being studied, e.g., elements for a French Dressing study may also sound descriptive of spaghetti sauce or ketchup. The respondent must understand the product context. Therefore, a simple - usually one line - "positioning statement" should be placed on the introductory page, to "name the game they will be playing".

The choice of generic positioning at the beginning of the study could greatly affect respondent evaluations. This should be the simplest statement possible in order to allow the elements to work freely in the test. Exclude any information, which would be an inherent selling proposition. Any benefits or salient features of the product or service would be included in the elements set for testing.

Examples of generic concepts are:

"The concepts you will see refer to ..."

·         ... Cream of Chicken Broccoli Soup

·         ... A line of flavored, instant coffees

·         ... A hard snack for dogs

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