Research templates

Each template here lays out one complete study. It tells you when to run the study, who to talk to and what you will learn. Then it gives you a ready-to-use guide, with every question numbered and easy to copy, a table of what the answers can tell you, how to analyze them and the mistakes to avoid. The first fifteen cover product, brand, shopper and pricing research. Concept, creative, ad, message and packaging tests show how the people something is for understand it and respond to it. Brand perception, brand health tracking and category entry points show where your brand stands and when people think of your category. Usage and attitudes shows how people use a category, what they think of it and how they choose. Routine walkthroughs, digital and shelf shop-alongs, product use before and after, and consumption rituals follow what people actually do, at home, online and in the store. Price sensitivity finds the range of prices people accept, and why. Copy the questions into your own guide, or start from the template that matches the decision in front of you.