Nice range – good job!
to restructure product ranges and tariffs for an entertainment offering.
When asked to evaluate tariffs and product ranges, market research respondents are initially far too preoccupied with making sense of what they see. Minor problems with understanding quickly lead to frustration. And this hampers appreciation of the 'big idea' behind the tariff, i.e. its relevance, attractiveness and USP.
The tariff ideas were adapted to the findings over the course of all 8 interviews. This eliminated any stumbling blocks at the different levels (understanding, relevance, attractiveness) to make room for deeper learnings.
Consulting closely with the client, september came up with a tariff structure that was open to further development during the research itself. The recommended structure was subsequently presented to distribution agents for qualitative evaluation and adjusted to meet their marketing requirements.