When a new company-wide initiative is being rolled out, it is critical to get consumer feedback early and often to support and validate those big decisions. When the global insights team at InterContinental Hotel Groups (IHG) was tasked with validating three new concepts that would have a big impact on the company, they needed a quick and affordable way to get quality consumer feedback.
An agile approach gave IHG the flexibility they needed to get both quantitative and qualitative research at a price and within a timeframe the business could afford. The pairing of quant and qual research together enabled IHG to screen concepts with consumers for prioritization and further understand what consumers liked and disliked, specifically, about each concept. The quick feedback gained gave IHG the insights needed to optimize concepts and move forward with confidence.
Watch this Webinar to see:
- The value of leveraging quant and qual research together to understand the whys behind winning concepts
- How working with an agile partner gives you the flexibility you need to get consumer feedback early and often during your research process
- What a quick read is and how it can add value to your organization
- A case study highlighting how IHG leveraged quick reads to screen and refine three early-stage concepts