The client is a Swedish startup with a platform for conducting marketing product research among consumers. The platform is oriented around big product and service companies from different business spheres such as food and beverage, entertainment, etc.
Elinext started working on a project in May 2021 with a design of mockups. After a year of collaboration, the project transitioned to the development phase. To effectively meet the client's requirements, the team had to demonstrate flexibility and adhere to Agile principles.
The team has chosen LeanStartup with Kanban methodology. Doing so helped us to adapt constantly to changing priorities and features the clients needed to implement.
The solution is an online platform for conducting marketing research among consumers. The idea is to create tests and collect answers from potential consumers, then process them and display answers in charts, graphs, and tables. Finally, companies use this information for analysis and extracting valuable insights to successfully launch their products.
Currently, the platform offers two types of marketing tests:
- Brand concept test. This test is used to measure the attractiveness of brand concepts to the target audience. Companies have the ability to add predefined questions, create custom ones, and adjust questions with moodboard images to receive more accurate feedback.
- Brand tracker test. This test allows companies to evaluate their brand using metrics such as brand awareness, customer preferences, key associations, and others.
Tests can have three statuses:
- Draft — when the test was not yet initiated and can still be edited
- Ongoing — when the test is running and data is being collected
- Finished — when the test was completed and now has a report with opinions from respondents
The process of creating a test is straightforward. For example, the brand concept test requires companies to undertake only 5 steps.
Step 1 — create a concept test, fill in the name, describe its benefits and reasons.
Step 2 — create a moodboard so respondents can get to know the brand.
Step 3 — add associations to see how the concept is perceived.
Step 4 — add additional questions: for example, companies can add predefined questions or create custom ones.
Step 5 — choose respondents by selecting their geographical market, age, gender, and other categories.
While the test is running, a client can review generated reports to see if respondents like or dislike a brand concept.
The project is currently under client review. It is expected that the project will be released in the near future.