SIRR™ System Videos Key to Product Innovation

Recently, our SIRR™ Systems were used in a product innovation study for a leading appliance manufacturer. While consumers tested a product in their home for a year, we collected data through online surveys, in-home interviews, remote interviews, and telephone interviews. At the end of the year, our client wanted to delve even more deeply into consumers’ habits, attitudes, and feedback, and they looked to us for an innovative approach to gathering this enhanced consumer feedback.

Timely, Custom Consumer Market Research

Our data collection team provided our client with custom consumer market research and quick turnaround time. Within three weeks, we:

• Recruited over 20 consumers to document themselves using their appliance
• Provided a discussion guide for consumers to use while self-filming
• Supplied and shipped SIRR™ Systems to the consumers
• Received videos back from consumers
• Formatted videos and posted to a secure Web portal for our client
• Employees of our client downloaded videos to prepare for conducting in-home interviews
• Scheduled follow-up in-home interviews for teams of our client’s employees
• Assisted with consumer in-home interviews
• Provided a final report

World-wide Access to In-home Consumer Insight

Our client’s team was able to access the pre-interview videos on the Web portal and watch them in order to prepare for the in-home interview that would take place with consumers. Our client found the SIRR™ videos to be important, as they could pick up on the smallest details of how the consumer was using the appliance and what they were saying about the product through verbal and non-verbal cues. The pre-interview videos also provided background information on each consumer and more insight into the “type” of consumer they would be visiting. The background information helped our client to better utilize and tailor their time spent with each consumer.

Qualitative Market Research

The in-home interviews were also found to be extremely valuable. They allowed the team to hear consumer feedback on the product and ways in which it could be improved. The team felt that the in-home interviews allowed consumers to better articulate their suggestions and allowed for better understanding of each consumer’s valuable point of view. The in-home interviews also allowed for our client’s employee teams to pick up on consumer “feelings” portrayed through facial expressions and body language. These nonverbal cues can only be picked up on through an in-home experience. Each interview was unique to the consumer, which provided a variety of feedback on all aspects of the product. This in-depth insight led to new concept and product design ideas.

Using Innovative Technology to Capture Consumer Insight

This event serves as an example of Market Reader Pro®’s current understanding of clients’ needs and their interest in new, innovative techniques for capturing consumer insight research, by utilizing a fast, technology-driven approach.

More Success Stories about Market Reader Pro®’s use of technology in meeting our clients’ needs…

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