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<td width="21%" valign="top"> Homereach</td>
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<td valign="top">….cost-effective placement tests at home </td>
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<td class="boxlist">How can you be sure your products are acceptable to your
customers? How do you maximize the opportunity for success?</td>
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<td class="boxlist">How do your products compare against those of your competitors?</td>
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<td class="boxlist">How do you find out if a lower-cost recipe will impact
the acceptability of your products?</td>
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<td height="61" class="maintext">Whether your customers come back to your
product again and again depends on what they think about it after using
it. The best way to find out how well your products perform is to allow
consumers to try them in their own homes.</td>
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<td class="boxlist"> In Home Placement Tests Using <em>Homereach®</em> </td>
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<td><strong>Home</strong>reach® comprises a national database of households
that have been pre-screened and from which an appropriate target sample
can be drawn amongst which to test your products. We deliver them for testing
for a fully inclusive low cost, including temperature-controlled delivery
if needed.</td>
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<td>All you need to do is tell us what to test and provide the samples: we
will take care of everything else.</td>
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<td>We report the results back to you in a format that is easy to action,
usually within around 4 weeks. Our experience is in marketing as well as
market research. Therefore, the emphasis is on actionable results and we
will work with you to make sure you maximize the value of the tests you
run with us.</td>
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<td>There is no better way to test products than in a ‘real life’
environment. There is a world of difference between consuming a couple of
mouthfuls of a test product, prepared to perfection by a home economist
in a hall test environment and using, or abusing, a product in a normal
home use situation and eating it as part of a complete meal with the rest
of the family. Other family members can be instrumental in blocking further
purchases, even if the main grocery shopper likes the product, since some
product categories have to be approved by all the family.</td>
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<td>Recruitment samples can be based on specific recorded product purchasing
behaviour, demographics, social class, lifestyle, supermarket used or even
criteria such as lunchbox usage.</td>
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<td>Within lifestyles we have respondents categorized by the following classifications:</td>
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<td height="20"><div align="right">My family</div></td>
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<td width="88%">is conservative in its tastes</td>
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<td> <div align="right"><img src="images/dot.gif" width="20" height="10"></div></td>
<td>is adventurous in its food preferences and enjoys experimenting with foreign
dishes</td>
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<td> <div align="right"><img src="images/dot.gif" width="20" height="10"></div></td>
<td>often eats out for pleasure</td>
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<td> <div align="right"><img src="images/dot.gif" width="20" height="10"></div></td>
<td>is careful to choose a healthy diet</td>
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<td> loves snack foods</td>
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<td> enjoys cooking</td>
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<td> frequently eats out for pleasure</td>
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<td> prefers traditional British food</td>
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<td> frequently buys pre-prepared dishes for home-cooking</td>
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<td> couldn't manage without a microwave</td>
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<td> enjoys entertaining friends at dinner parties</td>
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<td> <div align="right"><img src="images/dot.gif" width="20" height="10"></div></td>
<td> frequently relies on take-aways for home consumption</td>
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<td><div align="right"><img src="images/dot.gif" width="20" height="10"></div></td>
<td> counts calories</td>
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<td> tries to reduce meat consumption</td>
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<td class="maintext"> For certain npd concepts, it may be helpful to recruit
respondents based on a combination of age of housewife and aggregated lifestyle
groups rather than existing purchasing experience.</td>
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<td class="maintext"> We have benchmarks from hundreds of tests against which
we can help place the results into context.</td>
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<p align="center"><img src="images/benchmark.gif" alt="placement test graph" width="437" height="305"></p>
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<td colspan="2"> <strong>Home</strong>reach® is cost-effective because
we have pre-screened the database and because we already have the distribution
logistics in place. You may like to rethink the place for in-home product
testing within your npd planning cycle. Instead of the last stage in the
process, you can now afford to bring this stage forward. It is an efficient
way, therefore, to check out the potential for new products, or report on
the relative appeal of your range compared with that of your competitors.</td>
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<td colspan="2"> We can provide monadic, proto-monadic or comparison tests,
branded or blind, to suit your specific requirements. Typically, you will
be able to undertake full organoleptic testing that will provide diagnostics
that will enable your technical team optimize the product, as well as measure
propensity to purchase both before and after trial.</td>
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<td><img src="images/homereachsignoff.gif" alt="homereach placement test logo" width="177" height="77"></td>
<td><img src="images/heawoodsignoff.gif" alt="heawood logo" width="195" height="85"></td>
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<td colspan="2">Homereach® is a registered trademark of Heawood Research
Limited 1A Village Road, Prenton, CH43 5SR For more information E-mail:
peter.knowles@heawood.com or call 01625 582829</td>
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