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Shanghai UYOUNG Consulting Co., Ltd
Add ： 12B,Zhi Yuan Mansion , No.768 Xietu Road , Shanghai
P.C. ： 200023
TEL:021-63048667 63042320
FAX ： 63042320
www.UYoungsh.com
Email： client@UYoungsh.com |
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U&A Research |
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Brand situation: awareness, penetration, trial, brand loyalty……
Product usage: product used, usage time, frequency……
Buying behavior: buying occasion, frequency, amount……
Media habits: TV, newspaper, broadcast, internet, outdoors……
Backgrounds: gender, age, income, occupation, education…… Top |
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Needs Study |
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Market Segmentation Research： |
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| Segmentation Dimension: physical and psychological
Physical dimension is based on the demographic characters such as age, gender, marital status, income and so on to divide the consumers. Psychological dimension means to make consumer segmentation according to the lifestyle characters of the target consumers, such as their social concept, attitude to the life, family, career and so on.
We will combine the two dimensions to divide the consumer into different groups, which will help our client to find their target group easily.
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Product Test： |
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• Product Concept Development
• Concept Test
• Perfume/taste Test
• Package Test
• Price Test
• Other product mix test
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Brand Health Degree Research |
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Based on the traditional brand-tracking model, we develop the brand health check research.
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Satisfactory Degree Research： |
| From the CSD (consumer satisfactory degree) research, we can understand:
• The current CSD
• The key factors influence the CSD
• How to upgrade the CSD
• How the CSD changes in a long-term period
• The effective and the efficient measures to improve the CSD
The most effective method to make the CSD research is the Mysterious Shopper.
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Advertisement Development and Evaluation Research: |
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| Stage | Content | Research Methods | Examples | Stage I：Concept digging and development
| To define the product concept according to the consumer' needs |
Combine the qualitative and quantitative research methods
Qualitative: understand the consumer's needs deeply to define the alternative concepts.
Quantitative: evaluate the concepts quantitatively to chose one
| Concept digging
Concept development
Concept test |
Stage II：Copy development and evaluation
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A good copy should be unique, pellucid, credible, buying intention |
Combine the qualitative and quantitative research methods.
Copy evaluation has different points according to different media types.
| Story board test
Copy development
Copy test | Stage III：Media choosing and tracking
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To choose the media according to the target consumers media habits |
quantitative research:Media tracking will compare the reach rate, cover rate, trail rate, brand index in reality with the expectation
| The media efficiency research |
Stage IV：Ad tracking on air
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The integrated Ad tracking |
quantitative research:Our integrated Ad tracking model based on the consumer behavior from the Ad to the buying action.
| The integrated Ad efficiency research |
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中文版本 
