13-
    ~AAgErRESEARCH: _STREHGTHS
      The Wills Harket Research function is relatively unique in B~I~T,
    Group experience with regard to its low agency dependence and
    correspondingly MC in-house analytic capability, supported by what is
    generally regarded as a state-of-the-art hardware/softuare combination
    (HicroVax and The Research hchine)l

      This analytic capability, coupled with the facts of dramatic
    escalation in market research agency costs in the last decade, places Wills
    in a highly favourable position regarding the timelcost effectiveness of
    market research activity,

      The PU~UtY of the research undertaken reaches particularly high
    standards far two reasons:

       i,  the ratio of professional staff and the standards of
          professfonalirnn are high,

          in·house management of the majc~ity of research means higher
          revels of quality control,

       in addition, Wilt ~arkst Research has established a clear lead tin
     context of the B,G,r, Group) in the design and use of simulated test market
     methodolog (f, e, Assessor),


     MAR~ET AESEBA~H: WEAP;NESSES

       The relationship of in-house panel testing to consumer product testing
     is confused by; a) differing functional reporting responsibilities,
     b) vocabulary and attribute meaning redundancy, irrdwancy and mismatch,
     and e) methodological and analytical anomalies. Is a result, the quality
     of marketing setting of the product brief is poor, and competitor
     comparison is insufficiently attended to,

       Notably, product brief setting lacks the use of specified product       Ic
     attributes which are;.a) represented in both in·hause panel test          V~
     vcca~ulary and consumer product test vocatulary, and b) capable of
     understanding and operationalising by product developers,                 ~


Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111

      me use of market segentation strategies and in-depth qualitative
    techrlques is under developed, particularly in terms of wing these
    techniques PrPlectirelr i,e, to identif) marketlproduct opportunities,

      The current limitations on i~house consumer product testing (notably
    external door access to Southern Research offices) represent a severe
    limitation on what the department sash to achieve in the area of product .
    testing and development or new projective techniques, Other more timelcost
    effective routes to consumer contact should also be considered
    (particularly the postal placement), however, the inlhouse consumer studies
    unit should not be underestimated as the prime route for research method
    development and timelcost effective product testing,


    RESFARCLL. OPPORTUNITIES

      Given that the market is becoming relatively homogeneous by brand,
    while choice behaviour is increasingly characterised by a complex tradeofi
    or perceived valuelpricelprestige and smoking quality by consumer type;
    conjoint choicelpreference models would appear to be mast appropriate in
    this market,

      Coupling a conjoint preference model to a consumer se~entatibn scheme
    based on product benefit require~ent could be a fruitful approach,

      Definition of a core product attribute vocabulary set, and its
    incorporation into in-house panel testing~nd consumer product test
    vehicles would have the effect of assisting quality of interpretation from
    these alterative information sources,

      Developing this core vocabulary into a competitive mapping approach,
    to be undertaken on a routine basis in both blind and branded form, would
    have the following advantages:

          heightened axareness of competitive positioning in the
          marketplace,

       ii) sep~entation~ of consumers by brand choice, product perception and E~
          imagery responsiveness,

       iii) the opportunity to use such background knowledge to inform
          strategic thinking behind brand briefs, and the vocabulary of Cn

          Product briefs,
Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111