PRODUCTS

Egeria conducts the following types of research:

• concept testing: aimed at identifying aspects of the product suitable to represent the foundation of the concept and the main content of the communication
• concept/product test: has similar aims to those of the concept test, but includes a trial of the product
• copy test: designed to establish the characteristics that each code of the message transfers to the product, and to analyse the emotional reactions triggered in the target by the narrative structure of the message
• packaging test: designed to establish the communication outcome of each code included in the packaging, the positioning the package gives the product in the context of competing proposals.
• basic research: on the basis of the model used to interpret the dynamics of the target’s motivators and resistances it provides the client with an operational pattern for its marketing actions
• brand image research: conducted with special reference to analysis of the symbolic equivalents of the brand and the perceptions it generates in the target by comparison with competing brands

Egeria also specializes in the following types of research:

• marketing mix test: the various components of a marketing mix (product, packaging, price and advertising) are analysed in sequence to assess their internal consistency and the extent to which they arouse interest in the target
• concept working out: the concept is worked out on the basis of the target’s reactions to the blind product. The concept devised by the client may be assessed by analysing the consistency perceived between the concept and the autonomous interpretation of the product by the target.