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Questions Asked and Issues Explored


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Nine questions to start things off

Depending upon panel option selected, 500 or 1500 consumers are asked just nine very specific questions to begin the analysis of the commercial potential for your item.

But we don't stop there.  Skuuber is way more than a survey.

These answers are used in combination with and our proprietary algorithms to forecast monetized retail demand and provide performance diagnostics. 

These questions, their purpose and applications are as follows:

 

1. Do you currently buy a product like this?

YES
NO

Used to sort responses by category users/non-users and identify category expansion potential


2. How likely are you to BUY this product in the next 12 months (check one)

Certain Will Purchase
Almost Certain Will Purchase
Very Probably Will Purchase
Probably Will Purchase
Good Possibility Will Purchase
Fairly Good Possibility Will Purchase
Fair Possibility Will Purchase
Some Possibility Will Purchase
Slight Possibility Will Purchase
Very Slight Possibility Will Purchase
No Chance Will Purchase

Used to measure category usage for your item and is the critical measure of trial probability.  The top three responses form the foundation of your item's monetized trial potential .   Thus trial is measured both against an overall sample and against category users. The twelve month window is used to accomodate seasonal buying patterns. 


3. How many units of this product would you buy at one time? (check one)

0
1
2
3
4
5
6 or more

Used to measure aggregate purchase occasion dollar and volume impact. Consumers indicating "No Chance Will Purchase" in question 1 and "0" here are are skipped ahead to the the question 6.


4. Which of the following best describes you as it relates to this product?

I would buy this product instead of another product I'm buying
I would buy this product in addition to any others I'm buying
I would likely not buy this product at all

Used to identify incremental, category-building potential of your item.  Ability to build category vs. substitution sales alone is a powerful selling tool.



5. Based on the description above, what is the ONE thing that would make you MOST LIKELY TO BUY this product? (check one)

The functionality of the product/what it does
The brand name of the product
The package design
The price
Product Performance (Nutrition Facts or Directions For Use, as applicable)
Ingredients/materials used
The type of flavor or variety
Servings/units/pieces/applications per package
Nothing - would most likely NOT buy this product

Used to identify the single, most compelling aspect of the overall value proposition. Often this is the element most unique and most likely to stimulate trial.  It deserves emphasis in marketing and advertising communications efforts.


6. Based on the description above, what is the ONE THING that, if changed, would IMPROVE YOUR LIKELIHOOD OF BUYING this product? (check one)

The functionality of the product/what it does
The brand name of the product
The package design
The price
Product Performance (Nutrition Facts or Directions For Use, as applicable)
Ingredients/materials used
The type of flavor or variety
Servings/units/pieces/applications per package
Like this product AS IS - change nothing
Nothing - would most likely NOT buy this product

The mirror image of the last question, used to identify the attribute most impeding trial and deserving of additional attention.

 

7. How unique is this product compared to others you are aware of?

Totally unique…never seen anything like it
Pretty unique…have seen things like this but not often
Not that unique…see things like this fairly often
Not unique at all…see things like this all the time

Used to measure innovation and differentiation vs existing competitors; a key determinant of success both during the sell-in and sell-through of the product and its relative pricing power.


8. At the price shown above, how would you rate the value for the money of this product?

Excellent value
Good value
About Average
Not very good value
Poor value

Used to analyze strength of trial intent; a critical dimension also used in price elasticity analysis since pricing is singularly exposed at two levels: MSRP and MSRP less 25%. 


9. Where would you expect to find this product available for sale? Check all that apply.

Natural foods market (examples: Whole Foods, Sprouts, Natural Co-ops) 
Convenience store (examples: 7-Eleven, Circle K, Wawa) 
Mass merchandiser (examples: WalMart,Target, K-Mart) 
Club store (examples: Costco, Sam's Club, BJ's)
Department Store (examples: Macy's, Nordstrom, Sears) 
Specialty Retailer (examples: Best Buy, Home Depot, Staples, BevMo, AutoZone) 
Drug Stores (examples: Walgreen's, CVS,Sav-On) 
Dollar Store (examples Dollar General, Dollar Tree) 
Deli/café/coffee shop (examples: Starbucks,local delis and cafes) 
Restaurant or foodservice (examples: McDonald's, Chili's, Subway) 
Online retailer (examples: amazon.com, overstock.com, buy.com) 
Vending machine
Direct Seller on TV (examples: QVC, Home Shopping Network, infomercials)
   

Used to guide channel management efforts by identifying all appropriate channels including several you may not have yet considered.