Consumer Products Research
Macro was the primary market research provider to conduct qualitative and quantitative consumer products research across the region for a client's offices in Warsaw, Moscow, Budapest, and Prague. Macro provided product and packaging testing, advertising comprehension and recall testing, brand and image testing, and concept testing in a variety of fast-moving consumer goods markets. Periodically, Macro facilitated "concept labs" that were conducted prior to introducing or repositioning a product. These labs spanned several days, during which the brand manager, advertising developers, and product developers observed a series of focus groups. The concepts were continually refined over the course of the lab; successive focus groups tested changes made in response to the perceptions of earlier groups.
Materials Development and Marketing Support
Macro has managed the Center for Substance Abuse Prevention's (CSAP) Materials Development and Marketing Support Contract for 11 years. As part of this contract, we serve on CSAP's female adolescent advisory board. We are the trend trackers, the ones who report on behavioral changes by young girls. Our research showed that, in 1996, girls were closing the gap with boys in a most undesirable way—by dramatically increasing their use of alcohol, tobacco, and illicit drugs. We recommended to CSAP that it authorize a public education initiative directed specifically at young girls. Macro's creative development of Girl Power! began with focus group testing to select a name for the initiative and begin its branding. Since its creation, we have distributed more than 18 million print and media materials that we created for this market. The Girl Power! Web site, which we designed and maintain, has received more than 100 million hits since 1997.
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