Study 3

PulseBack -- Case Studies/Additional

Promotion, Layout, Merchandising Performance

PulseBack has conducted numerous studies for clients in these areas. Rather than lump them together under one umbrella, we have separated them to give a better understanding of our capabilities.

Promotion Performance

Objective-- Measure customer reactions to a new product introduction before and after a major advertising promotion. Also to determine which factors were most significant in determining whether or not a customer purchased the product.

Study-- PulseBack devised a survey based on client feedback that was 3 prong-- one for people who bought that day for themselves, one for people who bought for someone else, and one for people who didn't buy. A sampling methodology was established that enabled regional and district comparisons. Exit interviewers were trained and assigned to stores in each of these areas and were given a quota that they needed to meet for each type of customer. When the data came in, PulseBack coded the open ended questions and entered and cleaned the data. Reports were issued that compared results across regions, districts, and purchase types. PulseBack also performed bivariate and multivariate analysis.

Result-- Our client learned which of their products were being bought more frequently and for whom. They also found out which factors were most important to their customers when they contemplated making a purchase. They were also able to gather competitive information and see how their brand stacked up against competitors in each of their regions and districts.

Continue on to Layout/Merchandising Performance ...

Genesis Products Case Studies Pilot Tests Summary