Here are brief summaries of the other research services i to i offers. As we don’t trade in off-the-shelf research solutions, if you don’t see the service you are looking for it could easily be created.

Qualitative research
We use qualitative research in a variety of different ways. Three of the most common are:

• As a precursor to brand health and communications research to identify some of the key drivers for the brand and category, and to better understand the target consumer in terms of their needs, motivations and relationships with the brand.
• To help conceptual and copy development.
• To follow up a brand or communications tracker to better understand an aspect of consumer messaging. For example, in a recent study, ‘value for money’ was an out-take of the clients’ communication, but it was not clear if this was meant in a positive or negative way. The research was able to provide insights into how consumers engaged with the client messages, which fed directly into the communications strategy.

Advertisement pre-testing (quantitative)
We are highly experienced in designing quantitative advertising pre-testing studies to suit accurate evaluation of different types of copy. We also offer such testing for creative ideas for different mediums, such as digital, direct mail, etc.

iPoP®
iPoP® is a specific evaluation product designed to measure the impact of point of sale.

Point of Purchase activities act as a powerful catalyst to buy, which reflects the increasing spontaneity of shopping. Impulse purchases account for 50% of all purchases and 60% of value of the shop. In addition, consumers who have decided to buy a certain brand change their mind on average 42% of the time.

Hence, carrying brand communication all the way to the point of purchase is key to success. We have identified four stages of the journey to the point of purchase, which are encapsulated in our IPoP® evaluation product:

• Interrupt the shopper on their way to the store
• Prime the shopper on entering the store
• Open communication with the shopper, reminding them of the brand benefits as they approach the fixture
• Prompt them at the fixture

If you are interested in more detail on iPoP®, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160.

Crisis management
We have a great deal of experience in measuring the effects of a crisis (such as product withdrawal), on brand and corporate reputation. Typically, the adverse publicity surrounding a crisis has a habit of spreading like wildfire, and our job is to understand the impact on different stakeholder groups and help clients develop communication strategies to mitigate the situation.

Corporate and Social Responsibility (CSR)
We have extensive experience in evaluating and testing CSR programmes for clients. A recent example was British Gas, for whom we evaluated the impact of their fuel poverty programme.