Flagpoll was developed a number of years ago as a more robust and reliable alternative to the traditional qualitative approach to early stage concept screening. The methodology produces consistent and reliable data, and JRA Research has conducted Flagpoll for a large number of household names, using both in-hall and online methodologies.
One of the key benefits of this approach is to enable the results to be viewed in the context of benchmark norms for key measures. Our in-house database comprises over 800 concepts covering a wide range of markets, including functional foods. However, we always recommend that where relevant/feasible clients include their own ‘benchmark’ concepts amongst new ideas to be evaluated. These ‘benchmarks’ could be existing products (eg recently launched), old products launched in the past (& now withdrawn) or competitive products. This helps contextualise new products within clients’ existing portfolio, and gain some insight into how the products might be expected to perform at retail.
Optional qualitative research can also be conducted to add further insight into the development of these concepts.
Standardised measures used in Flagpoll
Benchmark data is available for:
• Breadth of interest
• Strength of appeal
• Differentiation/competition
• Usage frequency
• Pricing/value
• Propensity to purchase
• Fit with brand/likely take-up [promotions]
• Diagnostics
Case Study
Brief : To identify the most appealing/suitable promotional ideas to support a petfood brand within the Veterinary sector (from 17 ideas under consideration).
Approach : We conducted a screening exercise amongst Veterinary practices; face-to-face interviews implementing the Flagpoll screening approach.
Result: Two of the ideas which performed well on all measures in the Flagpoll screening process were taken forward and further developed. One of these was so well received that elements were subsequently included in BTEC qualification for veterinary nurses.