…because knowing is better than guessing.
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Can math and statistics be fascinating and fun? We sure think so. Here is an example we hope you will enjoy.
One deck. Fifty-two cards. How many arrangements? Let’s put it this way: Any time you pick up a well shuffled deck, you are almost certainly holding an arrangement of cards that has never before existed and might not exist again. MaCorr Research intern, with the help of TED-Ed, explains…

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You’ve got a lot to choose from when it comes to cell phone plans. And figuring out exactly who to go with and which plan to choose can be difficult.

But you’re not the only one trying to figure out the market. A few major players in the US asked us to find the differences between the prepaid and postpaid cellphone market to help them better market new plans and services to their customers.
 Cell Phone Research

So in September 2013, we conducted a survey through Computer Assisted Web Interviews among a statistically representative sample of 1,003 postpaid cellphone users and 403 adult prepaid cellphone users in the US. Here’s what we found:

• 67% of prepaid cellphone users are women. That’s larger than the 51% of postpaid cellphone users who are women.

• 60% of prepaid cellphone users have annual incomes below $35,000, with 27% reporting income over $50,000.

• In the postpaid world, only 28% of users have an annual income below $35,000, with 57% reporting income over $50,000.

• Prepaid users lack full-time employment, with only 29% report being employed full-time, and 18% of them are not working.

• Over 44% of postpaid cellphone users are employed.

• Both prepaid and postpaid cellphone users prefer football (44%), baseball (26%) and basketball (24%).

• Both groups of participants enjoy rock, country and pop music.

• Hip hop tends to be more popular among prepaid users, with 37% of prepaid users enjoying hip hop compared to just 24% of postpaid users.

At MaCorr, we’ve been a key part of helping the wireless industry understand their market. To see some of the other insight we’ve garnered, read our post on wireless carrier pricing.

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Manufacturers have a lot to think about when designing their products. Packaging plays a big part in how consumers view one product over another. But even the smartest, most well received packaging can get neglected by consumers. That’s because it’s what happens once the product hits the store that can make a world of difference between bright profit margins and dull performances.

 Virtual Retail Shelf Research

MaCorr Research was commissioned to get a better understanding of how consumers shop for lighting products.

So, we created a Virtual Shelf to figure it all out. Our Virtual Shelf simulates a real-world shopping experience for all kinds of manufacturers. For our client, we simulated an aisle in one of the major retail chains that consumers choose when shopping for lighting products.

We were able to determine several key things without actually putting the lighting product in the store. Our research was designed to figure out:

• How exactly consumers shop for lighting products.
• How to better optimize the positioning and segmentation in a retail environment that’s crowded with competition.
• Why consumers choose one product over another, and how important shelf location is in driving the purchasing decision.

What did we find? A lot of bright insight—the kind of information that helps our client optimize their retail plan-o-gram and shelf space allocation. And the end result? Profit margins that point to a brighter future.

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It’s not easy to go head-to-head with industry heavyweights that command a particular market segment. That’s especially true in the household cleaning industry, where major brands truly outshine and out-sparkle the competition.
How MaCorr Market Research helped a leading US manufacturer really clean up

But that didn’t stop one of our clients from trying to compete with the Swiffer family of products. A leading cleaning products manufacturer in the US, our client was known for its wide variety of household products, but the folks behind Swiffer had beaten them to the punch with their lineup of innovative cleaning solutions.

With a huge desire to mop the floor with the competition, our client wanted to launch a product that competed directly with Swiffer. But simply launching a competing product with the same offering wouldn’t be enough – especially given Swiffer’s market share and strong brand recognition.

So the manufacturer came to MaCorr and asked us to employ our Gap Finder and Concept Testing market research techniques.

Through our Gap Finder process, we pinpointed the gap that exists between what would-be Swiffer users deem most important about a product and the reality of what Swiffer actually delivers.

After narrowing down the gap, we took the rough, sketched out idea, and then tested and analyzed its potential. Our testing process included features expectations analysis, packaging and logo testing, name and USP assessment, and even at-home testing.

The result? Our client has successfully launched their product, which you can find in major retail chains – not to mention in clean homes all over North America.

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There’s lots of talk in the wireless industry. And we’re not referring to subscribers talking to one another. We’re speaking of all the chatter about how the wireless industry will look six months, a year, and three years from now.

New wireless entrants. Takeovers. Mergers. Local carriers going global. Popular handsets becoming exclusive. Other handset makers shunning exclusivity. Voice plans threatened by free apps. And so much more.

Wireless carriers, even those that are recording record profits, have good reason to be worried about what’s ahead.

That’s why one wireless carrier came to MaCorr Market Research Online.

They wanted to know what’s most important to their customers. They wanted to know if they’re satisfied. And they wanted to find out the correlation between satisfaction, important, and expectations.

We didn’t just look at overall satisfaction. We looked at everything.

Value for money. Contract length. Pricing. Choice of handsets. Coverage. Network reliability. Technical support satisfaction. Customer service perception. And even self-service and online experience.

While the results are confidential, we can tell you that the information helped our client fine-tune what was most important to their customers. And today, they’re able to offer a better experience plus better-perceived value—without having to lower their prices in preparation of a different wireless tomorrow.

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It doesn’t take market research and online surveys to know that more and more people want to do their part to help the environment. Most environmentally aware citizens recycle. We don’t litter. And a lot of us have switched from plastic bottled water to a reusable aluminum one.

So bringing a reusable fabric bag when you grocery shop seems like a no-brainer. You’ll keep plastic out of landfills. If fewer bags are made, less energy is spent producing them. And, if the grocery store charges for bags, you’ll save money.

But are US consumers embracing the eco-friendly grocery bag option as much as they have embraced the blue box? A recent market research study from MaCorr reveals the truth.

53% still buy single-use plastic bags
While the majority of frequent grocery shoppers in the US (53%) still use single-use plastic bags, 39% (or 2 out of 5 market research respondents in an online survey) have already switched to reusable polypropylene or fabric bags.

Forgetfulness and inconvenience leads to plastic bag use
Of the grocery shoppers who said they still use plastic bag in a recent market research study, 63% admit they do so because they forget to bring their reusable bag into the store.
market research

An overwhelming number choose fabric bags to help the environment
The majority of those who choose reusable grocery bags do so because they care about the environment.
customer survey

More than half of respondents leave their reusable bags in the car
57% of frequent grocery shoppers who choose reusable bags keep them in the car. 30% of market research respondents keep them in the kitchen. 68% usually take four bags or less into the store.
online survey

Bottom line? There’s still some resistance to fabric grocery bag use among US grocery shoppers mainly due to convenience, but those who value the environment go out of their way to make using fabric grocery bags a priority.

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Recently conducted study explored the role of North American kids and their parents in the cell phone purchase decision making process.

The main objective of the study was to identify barriers and motivations of the first cell phone purchase for kids, explore intentions to buy and pricing expectations.

The study revealed that only 10% of tweens currently have a cell phone. 20% of parents of tweens are, generally, open to the idea and 70% reject it.

As expected, parents’ rejection of the idea decreases with increase in their kids’ age. By the age of 16 almost 60% of teens own a cell phone and only 20% of parent reject the idea.

Tweens see the importance of having a phone in case of emergencies or to call their parents. Safety is more important for them than social connection.
Teens, on the other hand, see the value in being able to connect for social reasons and to keep in touch with friends and family.

Parents of tweens are more inclined to want their child to have a cell phone in case of emergency (the same as tweens themselves), to teach them responsibility and time management.
Parents of teens are more interested in being able to reach their teen when needed and to keep in contact.

The “optimal” plan desired by parents and their tweens/teens include:
-Unlimited text and call display (common in parents and teens wish lists)
-Parents, in addition, would like the ability to monitor their child activities and handset replacement guarantee
-Kids, on the other hand, following text and call display, would like a cool phone, games and limited voice calling

Parents don’t want their kids to have long distance calling, BBM and unlimited data.
Parents’ purchase intent is strong at $20 level for single line and $15 for an additional family plan line.

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Concept testing is most often used to test the success of a new product or service idea before it is marketed. Potential consumers of the product or service are targeted to provide their reactions to written statements, images or graphics, or actual implementations of the basic idea for the product or service.

Concept testing is frequently a Go/No Go decision driver based on consumer appeal and purchase intent.
Concept testing and development provides the direction and guidance necessary to identify and communicate key product or service benefits, uses, packaging, advertising, sales approaches, product information, distribution, and pricing.

A variety of concept testing options is available to help companies minimize risk and maximize revenue. We will design concept testing to address your particular needs and requirements.

The following applications show the value of concept testing to companies:

- Are you reaching out to a new market segment?
- How do your core customers use and interface with the product class?
- Testing a new product concept before the initial introduction?
- Rank and select the best potential product concepts, name, USP, packaging, logo?
- Determine the optimal pricing point for alternative new product concept bundles?
- Need to make a final go/no-go decision regarding a new product concept?
- Need to test customers’ trial experiences (at home testing) to see if product or communications adjustments should be made.

Key Components of Online Concept Testing

Each of the following testing stages focuses on customer’s critical needs and produces actionable information that can drive product formulation and promotional initiatives.

- Screening is critical for any concept to be tested among potential consumers of the product or service. If, for example, we want to truly understand interest and purchase intent of a cleaning tool, this tool must be tested among people who clean their homes on a regular basis.
- Needs assessment (frequently referred as “Pain”) examines the core customer needs that may lead to acceptance of the new product or service, for purposes of understanding and segmentation, prior to the actual concept presentation to the relevant consumer group.
- Concept presentation – concept is, usually, presented to consumer in a “flyer” (or movie) type, concise format underlining its key feature and benefits.

Example of concept testing flier:
Concept Testing

Another example of concept testing:
Concept Testing

- Decision process assessment identifies information sources each purchaser or decision maker relies on to establish the credibility of the product, its benefits and values.
- Concept understanding and general purchase intent. The approach allows comparing purchase intent of the product (or service) to the industry benchmark for market success.
- Purchase intent and market potential at different price levels for the purposes of understanding price elasticity and volume and revenue forecasting.

Pricing question example:
Concept Testing

Price elasticity and revenue forecast example:
Concept Testing

- Product/service features and benefits indentifies features and benefits that are most important to customers. Features can be categorized into those which are “need to haves” vs. “nice to haves.” Customer need must be identified and prioritized for product development and advertising.
- Packaging/logo testing – each package is tested on a number of variables vs. each other and vs. the competition.

Packaging testing example:
Concept Testing

Logo testing example:
Concept Testing

Design testing example:
Concept Testing

Design testing example:
Concept Testing

- Name and USP (unique sales proposition) assessment and ranking
- Distribution and shelving – optimum distribution channels, shelf positioning, etc.

Merchandizing assessment example:
Concept Testing

Concept Testing

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MaCorr Research has recently conducted a study to better understand perceptions of email users toward personal and work email accounts.

The survey was conducted online among geographically representative sample of 1,002 US adults 18-65 years of age, who regularly use home and work e-mail accounts.

Among other finding, when asked to define their own “e-mail personality”, 55% of regular work and home email users thought they are “Deleters”, 30% – “Filers”, 10% – “Hoarders” and 10% – “Printers”.
Employee Satisfaction1

Deleter – 55%: You are conscientious and only keep an active inbox, deleting unnecessary e-mails and filing relevant ones. You respond to messages quickly and can be ruthless when deciding whether or not to reply.

Filer – 30%: You regularly start e-mail contact, and your e-mails are generally light hearted. Although you don’t answer immediately you wouldn’t leave it more than 1 day. You deal with a lot of e-mail so use inbox folders to keep conversations organized.

Hoarder – 10%: You have a relaxed attitude to e-mail. You rarely file or delete and don’t pay too much attention to how your email tone might sound. You only answer to e-mails when you are ready.

Printer – 5%: You print e-mails to read them and may also put them in paper files. You always reply with a prepared, considered response, so it could be that some e-mails aren’t answered for a number of days. You are polite and traditional in tone and language.

60% of the regular work and home email users find that “Being asked out on a date” and “Announcing major life decisions” are the most acceptable over e-mail. 59% also think that “Using improper grammar…” in email would not be a problem, as well.
Employee Satisfaction1

Not surprisingly, “Intelligence” is what regular home and work email users judge the most in other peoples’ emails. “Intelligence” is also what they would like to “transmit” by purposefully adapting language, style or tone of their own e-mails.
Employee Satisfaction1

Finally, the next day email reply is quite acceptable. Only 10% of the regular email users will become offended at having to wait for a reply for less than a day.
Employee Satisfaction1

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MaCorr Research has recently conducted a study to better understand consumer satisfaction with the following subscription based industries:

- Internet
- Cable or satellite TV
- Traditional news paper or magazine
- Emergency car services or road side assistance
- Satellite radio
- Cellular phone

Traditional news paper or magazine subscriptions, along with emergency car services or road side assistance, enjoy the highest consumer satisfaction.
9 out of 10 subscribers are very satisfied with the services overall. 90% and 86% of the respondents, respectively, are satisfied with “value for the money” they receive.
More than 4 out of 5 (85% and 86% of the respondents, respectively) are very likely to renew the subscription with the current provider at the end of the term.

On the other hand, cellular phone and cable or satellite TV service providers have noticeably lower level of satisfaction among subscribers. 64% and 68% of the respondents, respectively, are satisfied with the services overall.
3 out of 5 (about 60% of the respondents) are satisfied with “value for the money” and less than 60% (56% and 58% of the respondents, respectively) would likely recommend the provider to a colleague or friend.
Customer Satisfaction Survey

The survey was conducted among a statistically representative sample of current subscribers in North America.
The satisfaction was measured on a 10 points scale, with 1 being very dissatisfied and 10 – very satisfied.

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