Daily Research News Online no. 6085 - Morpace Launches Marketing Tool

Morpace Launches Marketing Tool

October 31 2006

B-Link, a new research tool that allows marketers to model the benefits customers look for from a product or service, as well as the constituent features that best deliver those needs, has recently been launched by Morpace International.

The proprietary technique recognises that the true value of a feature can include both functional and emotional benefits - not just what a product or service does, but how it makes the consumer feel - excited, safe, special, proud, fashionable etc.

B-Link evaluates complex products or services in the following terms:

High priority benefits,
Highly desirable features,
How benefits translate to features, and vice versa.

The tool has been developed to research complex products or services - where features can be combined in many different ways, or targeted at many diverse customer groups. The goal is to provide insight into what variations of a product or service are needed and also how each variant might appeal to different target customer groups.

The company is online at www.morpace.co.uk

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.