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George explains testing a product offer with specific consumer groups.
Road2Retail podcast
Interview with George Brown — Vice President of AcuPoll Precision Research
George Brown of AcuPoll Precision Research explains how concept testing can help brands understand their consumers and product benefits. He discusses choosing worthwhile research questions and bringing evidence to retail buyers, including whether a product can add sales to an existing category.
Guest
George BrownVice PresidentAcuPoll Precision Research
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Watch on YouTubeAbout this episode
George Brown, Vice President of AcuPoll Precision Research, discusses the research an emerging brand can use to understand its product and consumers. The conversation starts with concept testing: which parts of an offer resonate, with whom, and how likely those people are to buy. George also considers the cost and speed of research.
The hosts and George discuss deciding whether a question is worth the expense of answering it. He then examines product benefits, including identifying and validating the main benefit a brand wants to communicate. The episode covers the research findings that belong in a retail presentation, particularly evidence of differentiation and potential additional category sales.
Topics covered
Choosing research questions
The conversation considers the cost of research relative to the value of the answer.
Validating product benefits
The episode covers identifying a primary benefit and understanding whether a brand can claim it.
Evidence for a retail pitch
George discusses findings that support differentiation and additional category sales.
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