The Linescore tells you:
||Extremely good concept, great execution
||Very good concept, some areas for improvement
||Good concept, but needs work
||Problem areas need significant improvement
||Needs major improvement
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25% of current and lapsed customers and Recruited from online
panels are Acceptors, strong endorsers, satisfied in all respects.
An Acceptor score of 25% is an above par concept.
A score in this range often suggests you should consider further
concept development, unless this is a highly fragmented market where
small share is on strategy.
The Driver Analysis will show whether the 24% Interested are
either missing a strong benefit or there is a negative. If this can be
corrected, some Interested may become Acceptors.
The Driver Analysis will also bring focus to why 51% of current
and lapsed customers and Recruited from online panels are Dissatisfied.
These factors may be inherent in the concept, but understanding can
clarify to whom the concept appeals and who may not really be in the
| 204|| 25%|| 24%|| 24%|| 27%|
Standard competitive framework - Total Sample
Standard competitive framework - Acceptors
WHY - DRIVER ANALYSIS
All Reasons for Rating table shows how often each reason
was selected as a main reason for rating by Total Sample and each of the
four Acceptance Segments. (Clicking on a segment column header twice will
rank order the reasons for that segment.)
2. All Reasons for Rating in Total and by Linescore
|Change of pace||n=55|| 27|| 31|| 40|| 27|| 12|
|High quality ingredients||n=57|| 28|| 43|| 38|| 24|| 9|
|Good balance of ingredients||n=43|| 21|| 41|| 33|| 12||0|
|Sounds like it will taste great||n=68|| 33|| 43|| 58|| 29|| 7|
|The toppings sound appealing||n=62|| 30|| 55|| 46|| 18|| 5|
|Uniquely McBurger product||n=48|| 24|| 29|| 33|| 20|| 12|
|Can eat it in the car||n=47|| 23|| 25|| 35|| 18|| 14|
|I like grilled onions on sandwiches||n=64|| 31|| 55|| 40|| 27|| 7|
|I like grilled sausage sandwiches||n=77|| 38|| 51|| 56|| 29|| 18|
|Great name||n=36|| 18|| 25|| 27|| 10|| 9|
|Spicy brown mustard is a nice touch||n=66|| 32|| 47|| 40|| 35|| 11|
|The Sheboygan brand is appealing||n=109|| 53|| 75|| 62|| 43|| 36|
|I trust McBurger to do this well||n=69|| 34|| 47|| 50|| 24|| 16|
|Sounds like it won't taste good||n=21|| 10|| 2|| 2|| 4|| 30|
|Can get this kind of product other places||n=13|| 6||0|| 6|| 10|| 9|
|Doesn't appeal to me||n=46|| 23|| 2|| 4|| 20|| 59|
|Don't like the toppings||n=38|| 19|| 4|| 15|| 14|| 39|
|Don't like the name||n=6|| 3||0|| 2|| 2|| 7|
|Too messy||n=24|| 12|| 10|| 10|| 6|| 20|
|Not healthy||n=33|| 16|| 12|| 15|| 14|| 23|
|Don't like grilled sausages||n=5|| 2||0||0|| 2|| 7|
|Don't like sauerkraut on sandwiches||n=54|| 26|| 6|| 8|| 35|| 54|
|Don't like spicy mustard||n=34|| 17||0|| 12|| 12|| 39|
|Don't like onions on sandwiches||n=38|| 19|| 4|| 15|| 16|| 38|
|Name doesn't fit||n=5|| 2||0|| 10||0||0|
Driver Analysis bar charts show the discriminant
importance of each reason as a driver of Acceptance.
The length of the bars is determined by two factors – (1)
how many people selected a reason, and (2) the difference between Acceptors
and Rejectors or between Acceptors and Interested.
Reasons with stars are statistically significant differences
at the 90% confidence level. Note that significance is often greater for
reasons that have fewer total selections, but important differences.
- - Reasons for Acceptance (or Interest)
- - Reasons for Rejection
- - Benefits the Interested are less likely to see or value than Acceptors
- - Reasons Interesteds are not Acceptors
- - not a factor
Acceptors vs. Rejectors
Interested vs. Acceptors
The sample for this concept test is current and lapsed customers recruited from online panels.
Respondents select and rate their two competitive alternative brands, products or practices
in the space, then rate their first impression of Sheboygan Weisswurst.
After exposure to more information about the concept,
respondents rate again on the same Linescale, which gives a comparison with competition
and initial expectation. The concept is then rated for
Uniqueness, Believability, Relevance and likelihood of Recommendation
to friends or colleagues. An algorithmic score is calculated and shown to the respondent along
with the meaning of the score. The respondent is asked if they agree with the score or would
raise or lower it. (Most agree).
Respondents describe in their own words why they rated as they did, and then select up to
five main reasons from a list of positive and negative possible reasons for rating.
Further rating of components of the concept is done.
Additional attitude and behavior questions are asked, concluding with demographics.