M/A/R/C Rapid Results
M/A/R/C® Rapid Results helps you determine which of your concepts has the most potential to activate consumers in-market. One of M/A/R/C®’s key metrics estimates activation potential which has been validated to be used for predictive market outcomes.
Key Measures
- Predict the success of your concepts among category-aware users.
- Show the performance of your concepts across demographic groups with 'Activation Skews'.
- With the 'Price Sensitivity' add-on you can assesses the price/value relationship of your concept while determining the revenue-maximizing price point.
- Use the 'Total Unduplicated Reach' add-on to understand which selection of concepts to keep and which to drop for the broadest market reach.
- Access to norms available by region for 'Activation Potential'* and each component question.
- Access to dynamically generated norms and get more flexibility to set decisions based on what is most important to your business.
*M/A/R/C®’s 'Activation Potential' is a one-number score that looks at the five key drivers of consumer behavior (purchase intention, likability, value, uniqueness, and opinion vs. favorite). This is utilized to provide the most accurate information regarding your concept's viability.
M/A/R/C® Rapid Results Configuration Checklist:
- Stimulus/stimuli. JPEG or PNG (height of 860 PX max)
- Unique concept title: Shown to respondents
- Appears in the survey as: “For the remainder of the survey please assume that [UNIQUE CONCEPT TITLE] is available where you shop."
- Brand(s) & competitor brands. Up to 10 in total
- Appear as answers in the question: “Which of the following would you purchase [UNIQUE CONCEPT TITLE] in place of?”
- Concept parent brand
- Presented in the survey as: “On a 1 to 10 scale, where 1 means Does Not Fit At All and 10 means Fits Extremely Well, how well do you think [UNIQUE CONCEPT TITLE] fits with the [PARENT BRAND] brand?"
- Min and max price points. The minimum and maximum price points should reflect the range which you would consider offering the new product.
- Brand attributes. Between 2 - 20
- Appear as answers in the question: “Please indicate how much you agree or disagree with each of the following statements regarding [UNIQUE CONCEPT TITLE].”
- Concept varieties for line-item analysis (optional for an additional cost). Helps you understand the impact of varieties on the reach of the overall line (up to 20)
- Custom questions (optional): for an additional cost, maximum of 3. You will need to provide translations for non-English markets. Questions can take the following forms:
- Grid
- Scale
- Open-end
- Multiple choice
- Single choice
Configuration Walkthrough Video:
Questionnaire flow and key metrics definitions:
- Category purchase behavior. Respondents are asked the category that the survey is for, how often they buy products from that category within a given time frame, and how many packages of those products they buy on a typical occasion. If the substitution add-on is included, respondents are also asked which similar items they have purchased within the same time frame.
- Key purchase drivers. Respondents are asked to imagine that the concept is available to purchase where they shop.
Then, they have to rate the concept for Purchase Intent (5 point scale), Likeability (6 point scale), Value (5 point scale), Difference (5 point scale), and Different within the brand (how different the concept is from other products from the same brand). Respondents are then asked to contrast the concept against their favorite product from the same category, on a 10 point scale. - Purchase behavior. Respondents are asked how many times they would purchase the concept within the same time frame as the selected one in the Category Purchase Behavior section. Followed by how many packages they would buy on each occasion.
- Variety appeal (optional). Respondents are asked what their purchase intent is for each pack variety and size.
- Substitutability (optional). Respondents are asked which brands they currently buy, and how likely they would be to switch to the tested concept.
- Price sensitivity (optional). Respondents are asked a series of questions around pricing to determine the optimum price for the concept. The battery establishes at what price the concept is ‘worth it’, ‘cheap’, and ‘expensive’. Then, at each of those price points, it understands perceived value for money, purchase intent, and frequency of purchase.
- Concept highlighting. Respondents can highlight areas of the tested concept as likes or dislikes.