Hospitality and Restaurants
For Sbarro, rising food costs, softening industry traffic and a premium-priced menu was a recipe for hard times. Senior executives needed to optimize menu pricing to boost profitability without risking core guest loyalty and frequency. Affinnova Discrete Choice enabled Sbarro to explore a range of six price variations across 45 core menu items.
Scientific American publishers were contemplating an update to the cover design to go along with a refreshed editorial composition and feature stories that would be most likely to attract new readers. Affinnova Optimizer eliminated the restrictions of conventional market research and enabled Scientific American to test a potential space of almost 2 million combinations of cover content and layout options directly with consumers. The measurement phase showed that, once in market, two of the top concepts were likely to outperform recent issues on similar topics, as well other competitive publications.
For Carbonite, the marketing team was seeking to identify the most compelling positioning and advertising strategy to motivate consumers to sign up for the company’s online backup service. Affinnova Optimizer enabled the marketing team to test literally millions of potential combinations of logos, taglines, colors, benefits, images and other attributes directly with consumers to gauge their preferences. As well, they were able to gather important demographic, attitudinal and behavioral characteristics.
Zeo needed to identify the most powerful go-to-market messaging for a new product introduction, and do so in a way that would complement – not cannibalize – sales of its current product. As a result of Affinnova’s research, four top concepts emerged; out of these concepts, the team was able to determine which attributes were most important in driving consumer choice and what segment of consumers preferred each concept.
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