Sophisticated Qualitative Market Research Used to Pinpoint Key Benefit

In 1998 Philips conducted a series of market research projects to determine consumer perceptions of the most important benefits related to lightbulbs. This research began with a series of consumer focus groups held in various parts of the United States. Psychographic screening questionnaires were used to bring in males and females who demonstrated the ability to deal effectively with abstract concepts. This initial qualitative research was followed by a series of in-depth one-on-one interviews with consumers of various brands of lightbulbs.

During the initial focus groups, respondents engaged in a brainstorming session on their idea of an ideal lightbulb . This brainstorming generated a long list of perceived benefits of lightbulbs, which respondents then evaluated with the help of several highly sophisticated projective techniques.

Benefit chains were used to stimulate the respondents ability to create lists of alternative benefits. Forced relationships were then used to help respondents compare current lightbulbs. For example, respondents were at times asked to imagine what type of animal different types of lightbulbs might be and then describe their attributes based on the animal they selected. The following are two examples:

˜˜That major-brand lightbulb reminds me of a dog, which is mans best friend. So many families have them. Its a comfort a big name that you are comfortable with, and you know they probably will be good.

˜˜That generic-brand lightbulb is a turtle . Turtles are relatively unimportant and in the background. Nobody is paying attention to them.

Concept statements created in the focus groups were presented to consumers during lengthy in-person interviews. As the series of interviews progressed, the concepts were modified to reflect consumer attitudes. The concepts included a number of the most popular benefits identified during the focus groups. Different facts about lightbulbs were also presented to respondents to determine their believability.