In conventional product evaluations, concept tests and satisfaction rating research, and all the survey items are conducted during the same stage.
However, according to Professor Noriaki Karino of Tokyo University, this evaluation should be carried out in 3 different stages.
"No-More-Than-Expected" Quality: Offers the minimum level of quality generally expected from any brand by consumers.
"Made-An-Effort" Quality: Incorporates the latest trends that each brands have now begun to implement.
"Impressive" Quality: Offers distinct and original quality enjoyed that pleases the brand's customers.
"No-More-Than-Expected" Quality
People feel highly dissatisfied if this need is not met.
Customer satisfaction is not achieved even if the "No-More-Than-Expected" quality is high.
For example:
- A refrigerator is supposed to keep the food cool.
- A detergent is supposed to remove dirt.
- Prepared foods are supposed to be able to be stored for a long time.
"Impressive" Quality
If the need is met, the appeal and satisfaction level increases.
At the same time, even if the need is not met, customers may not express dissatisfaction.
For example:
- The refrigerator can keep the food edible for a long time.
- The detergent is antibacterial.
- The prepared food is from a famous restaurant.
"Made-An-Effort" Quality
A favorable evaluation, low level of dissatisfaction and an improving level of satisfaction.
If your brand provide better goods or services than other brands, customers are likely to switch to your brand.
For example:
- Product price
This way of thinking helps to prioritize your plans for renewals or promotional strategies.
- Brand Analysis
- Workshop Style Solutions
- Mind Network Method
- Metaphor Elicitation Method
- Persona Analysis
- Implicit Association Test
- Affect Misattribution Procedure
- Retail Support
- Mystery Shoppers
- Advertising Test(MSW)
- SOCO™(Morpace)
- B-Link™(Morpace)
- SQES
- Data Mining
- Spice
