Author Archive

The Power of Brand: Enlightenment During the Dark Ages

Sebastien Artois became head brewer of a small Belgian brewery founded during the dark ages – four hundred years before what historians assert as the beginning of the “age of enlightenment”. But Strop would argue that Sebastien Artois was one of the most enlightened entrepreneurs and business operators in history.

Download the PDF to read more.

Download PDF

Continue Reading

Marketing Effectiveness

The Context

Our client was considering the launch of a new “Daily Deal” product to increase purchase rate among those who visited the website. A key portion of this study also included measuring the success of a new TV Advertising campaign for which they wanted to understand customer perceptions and a “call to action,” including sharing in social media and travel purchase.

The Strop Solution

STROP conducted two separate survey studies to:

  • Understand consumer appeal of the “Daily Deal” concept and potential names for the campaign, incl. high-level category analysis
  • Assess consumer preferences for the TV Ad campaign options, as well as stated actions after seeing each ad

Our Impact

As planned, the study provided specific recommendations on the “Daily Deal” concept name and helped the client identify the most impactful TV ads. In addition, and perhaps most importantly, the study also shed light on differences between our client and their competitors on conversion of visits-to-purchase, effectiveness of ad campaign as a purchase driver vs. other actions, and behavioral differences between key customer segments.

Typical Duration: 3 weeks

Continue Reading

Innovation Process Optimization

The Context

Our client, a start-up beverage company, had created a product that was gaining momentum among a niche of customers. They wondered if they had a product that could resonate with a broader audience (and justify broader distribution). In addition, they were interested in optimizing the recipe to ensure its taste and appeal exceed those of category incumbents.

The Strop Solution

STROP launched a study with two elements:

  • The first was a taste test that would gather important diagnostic information regarding customer’s taste preferences among the new developed concepts as well as controls that were used for benchmarking
  • The second was a “consumption preference” test in which customers were asked to watch a short film – while watching they were encouraged to drink the beverages served to them previously. After the video, STROP measured the amount consumed to determine true consumer preferences

Our Impact

Taste test results provided the client concrete recommendations of small formulation changes to sweetness and color that would optimize the product for a broad array of interested customers. Preference test results provided a more accurate measure appeal of our client’s product vis-à-vis a host of competitors – collected in a non-intrusive way, not purely “stated” appeal but an actual measure of beverage consumption when facing trade-offs.

Typical Duration: 2-3 weeks

Continue Reading

Gears Model

The Context

Our client had a sophisticated research and development team generating exciting new breakthrough product innovations. These innovations were relevant to their product space but were pursued with little quantitative framing towards priorities and without understanding product relevance to customers or consumers.

The Strop Solution

Strop implemented its custom innovation evaluation framework, which allowed the client’s customers and consumers to guide the innovation pipeline. This new process focused numerous disparate projects into a simple, manageable process that allowed for only those projects strongly resonating strongly within the consumer space to capture the focused energy of product scientists and engineers.

Our Impact

The new innovation evaluation framework has focused the client’s significant, although not unlimited, R&D budgets towards those product innovations most likely to generate the highest appeal and relevance among their customer and consumers base. The new innovation evaluation framework is always the first item discussed at the client’s quarterly R&D leadership meetings.

Typical Duration: 3-5 weeks

Continue Reading