EMA Research Techniques

The company's principal proprietary techniques are conceptually connected and general in scope. They have been used successfully in a wide range of applications, for consumer electronics equipment, business equipment, business systems, financial services, telecommunications, packaged goods, food service, pharmaceuticals, publishing, air travel, television programming, etc. The techniques have been implemented utilizing direct mail, internet surveys, phone and personal interviews.

Among the techniques are:

For evaluating the share potential of:

concepts and advertising strategies
price levels (price/demand curves)
new products
line extensions, cannibalization
test market projections
product formulations/features
product names
logos
style and graphics
print ads
TV commercials

For accomplishing — with greater power and flexibility — some of the same objectives that conjoint analysis has attempted to tackle, and some additional ones, such as:

diagnosing competitive strengths and weaknesses
choice modeling
segmentation analysis
tradeoff analysis
synthesizing product offers
evaluating changes in your or your competitor's line of products
identifying positioning opportunities
assessing customer satisfaction, etc.

For assessing the potential penetration of new or emerging product categories that do not fit into any existing competitive frame.

For evaluating the sales effectiveness of:

different TV schedules
different reach-frequency combinations
different advertising weights.

STEP, SUMM, VEST, and Ad-Weight are registered trademarks of Eric Marder Associates, Inc.