Test Design
Harris Interactive develops specific
customized test designs for you. We pay particular attention to quality
assurance when developing the questionnaire . In addition to ad-hoc
designs, we also
offer standardized tools such as concept
tests, concept
& use tests, tests
of packaging and logos, shelf
tests, pretests
of print advertisements and pretests
of television spots.
Contact
Quality assurance in questionnaire
development
The questionnaire is the core of any quantitative survey. We
formulate our questions such that they are understood by the target group,
regardless of whether they be managing directors or the users of a new games
console. Questions which have been formulated in a comprehensible fashion
increase involvement of participants while decreasing the dropout rates. If
desired, we can employ statistical analyses in order to ensure the quality of
every single question. To find out more, please read our publication:
Reliability
of online-adminstered questionnaires: More than a catchword?
By Dr. Thomas Rodenhausen, Andreas Ohde.
The careful use and selection of filters for even the most complex surveys
ensures that all respondents only need to answer the questions which they
actually can and should answer. The adaptability and flexibility of the survey
makes it possible to avoid boredom among the respondents, thus increasing the
quality of results.
Contact person: Dr. Thomas Rodenhausen
email Dr.
Thomas Rodenhausen
Ad-hoc designs
Whether it be innovative test design, long-term tracking studies or
complex statistical procedures: our experienced market researchers will
be happy to advise you in the development of the best design for your purposes. Harris
Interactive offers you international market research, one stop. We will
gladly assist you in the implementation of your questionnaire into a variety of
languages and cultures. Our permanent staff includes native speakers of English,
French, Italian, Polish, Russian and several more languages.
Concept tests
Online market research offers superior methods for innovation management
to rapidly achieve valid results for the acceptance of product concepts. A
multitude of concepts can be tested efficiently without the expensive process of
creating mock-ups of the packaging. With the 3D Concept Viewer,
it is even possible to obtain a 360-degree view of the test object using
numerous axes of rotation. This type of representation makes it possible for the
tester to deal intensively with the product. In addition, it is also possible to
benchmark concepts which have been tested online using the Harris
Interactive concept
test database for a variety of product categories and countries.
Concept & use tests
Find out when, where and how consumers use your new product and how
satisfied they are with it. A concept & use test allows you to
discover whether a new product meets the requirements and expectations placed in
the concept. Benefit from the advantages of short field times, direct daily
feedback from online surveys and the experience in the global distribution of
test products offered by Harris Interactive.
Packaging tests, logo tests etc.
In today’s age of fragmented advertising channels and consumers’
information overload, more than half of purchasing decisions are already made at
the point of sale. The product packaging and brand logo are thus
playing an ever more important role. They need to be eye-catching and to
advertise the product. These characteristics can be examined online in the
course of a packaging or logo test in one or more countries. The online
tachistoscope makes it possible to execute brief exposures for stable periods of
time. The test subject is not given the chance to view the test object more
often than desired. Digital rights management makes it possible to ensure the
greatest possible security against downloading and/or distribution.
Online shelf test
How does your product perform in the competitive environment?
Does it generate interest? Is it purchased? You can answer these questions with
an online shelf test. Testers will see a virtual shelf, can approach it, select
individual products, view the reverse sides of these products or place them into
their shopping basket and "buy" them. All activities are recorded
objectively and can be analyzed in detail. It is also possible to adapt such
tests to country-specific competitive environments without difficulty.
 Learn
more about the online shelf test
Pre-testing print advertisements
The effectiveness of a new print advertisement or its optimum placement
within a newspaper can be tested online:
Does your advert generate interest and wins recognition in an editorial and
competitive environment? Test the attention getting potential of your ad with
the Page Flip Tool. It allows for a close-to-reality online depiction of
magazines or other print products with multiple pages.
Once contact is established, the advertising message needs to be communicated.
What elements of your ad generate the most interest, which are hardly taken any
notice of? Find out with Interactive Vision Trace
what the hot spots of the ad are. Interactive
Vision Trace uses the Focus Window technology to enable a
virtual eye-tracking simulation.
 Learn
more about the Interactive Vision Trace
Pre-testing television spots
Test the reactions to your new television spot quickly and easily
online. The spot will run directly in the questionnaire or in a popup
window. It is possible to determine how often the participant is able to view
the spot. No special player is required, because intelligent pre-caching makes
it possible even for modem users to participate without any drop in quality. Up
to 10 spots of 30 seconds each can be shown. Digital rights management prevents
the spots from being saved.
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