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Online Concept Tester Launched
In the US, MRSI (Marketing Research Services, Inc.) has launched Concept Highlighter (SM), an online concept testing tool enabling respondents to react directly to visuals.
Consumers read or view a concept online and, rather than typing open-ended responses, click on the elements (words, phrases and/or pictures) that influence their purchase decision – the firm then analyses the concept's strengths and weaknesses to determine its potential.
COO Todd Earhart says the firm 'strives to make consumer understanding easier for clients while also helping them make the transition to online concept testing' – with its advantages in terms of price, accuracy and speed. He adds, 'MRSI tests 1000's of concepts each year across categories from food to personal care, so we know how important it is for concept testing to produce accurate, actionable results...'
MRSI is a member of the MVL Group of companies, and is located in Cincinnati, Ohio. Its home page is at www.mrsi.com .
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