百事可乐新产品策划.pptVIP

* * * * * * * * * * * Standardize CFT Approach To Qualify Innovation Broad Samples Consistency Database Execution Broader realistic sample being interviewed 12-39 Females and males LRB user Std. Questionnaire Std. Protocols for fieldwork Consistent approach to inputs (concepts) Std. Topline reporting Setting up local normative database To identify local ‘success criteria and benchmarks Will allow us to learn from Innovation successes and failures Sufficient lead time for stimulus preparation Strictly follow fieldwork protocol Use central location for Concept Screen, CFT (Lite Full) Use home interview for STM CFT Test Design Interview Process Concept Interview Product Interview Cell 1 Brand A * Each respondent in this cell try a variant among the 3 they liked Cell 1-a Variant A Cell 1-b Variant B Cell 1-c Variant C * Product Trial Concept Interview Product Interview Cell 2 Brand B Product Trial Concept Interview Product Interview Cell 3 Brand C Product Trial Sample Size Design Standards Full-scale Test: 300 per cell for main sample 100 for special group Use a 95% confidence level Small-scale Test: 150 per cell for main sample 60 for special group Use a 90% confidence level Any base below 100 = Small base Base below 30 = Too small to show percents Needs To Be Effective And Economic Key Information Measured In CFT Purchase intention top box (pre and post-trial) Purchase intention top 2 boxes (pre and post-trial) % definitely buy pre and post-trial % core acceptors Liking (pre and post-trial) Likes/dislikes (pre and post-trial) (open ended) Value for money (pre and post-trial) Uniqueness (pre and post-trial) Relevance (pre-trial) Exciting (pre-trial) Understanding (pre-trial) Credibility (pre-trial) Brand image rating (pre and post) Comparison vs. expectations (post-trial) Claimed frequency (post-trial) Up to 5 product rating attributes to be agreed, e.g. opinion of taste