Neo Marketing Co., Ltd. “Survey on category images”

Neo Marketing Co., Ltd.
“Survey on category images”

Neo Marketing Co., Ltd. (location: Shibuya-ku, Tokyo), which provides consumer-oriented research and marketing support, will be 20 years old nationwide from November 16, 2022 (Wednesday) to December 2, 2022 (Friday). We conducted an Internet research on the above men and women with the theme of “category image of frozen food” and “category image of wireless earphones”.
-Survey Background-
In a world of commoditization and information overload, there is an increasing number of marketing cases that change the perception of the category itself to acquire untapped customers. Until now, there have been many surveys on “how the company’s brand is perceived/imaged”, but little emphasis has been placed on how the category to which the brand belongs is perceived. I did. This time, using “frozen food” and “wireless earphones” as examples, we conducted a survey to obtain hints for changing the perception of categories.
[Table 2: https://prtimes.jp/data/corp/3149/table/323_1_fb56bb1a980ecfd3eecf9b6f4e4526e2.jpg ]
[Survey overview (frozen food)]
1. Survey method: Conducted by WEB questionnaire method using the questionnaire panel operated by Neo Marketing Co., Ltd.
2. Survey target: Among iResearch registered monitors, men and women aged 20 to 69 nationwide who purchase and eat frozen food at least once a month
3. Number of valid responses: 1,000
4. Survey implementation date: November 16, 2022 (Wednesday) to November 18, 2022 (Friday)
[Survey overview (wireless earphones)]
1. Survey method: Conducted by WEB questionnaire method using the questionnaire panel operated by Neo Marketing Co., Ltd.
2. Survey target: Among the iResearch registered monitors, men and women aged 20 to 69 nationwide who purchased wireless earphones within the past 3 years
3. Number of valid responses: 500
4. Survey implementation date: December 1, 2022 (Thursday) to December 2, 2022 (Friday)
[Survey method] (common to frozen food and wireless earphones) 1. Ask about the image, usage scene, purpose of use, etc. in free description for each category
2. Perform after-coding* and quantify and tabulate free-form responses. * After-coding
This is the work of classifying the contents of free responses into representative categories, such as summarizing representative words and opinions, and converting them into codes. This makes it possible to quantify the qualitative information of open-ended responses and use them for tabulation work.
■ Frozen food category image (n=1,000)
* Listen regardless of whether the category is positive or negative [Image 1d3149-323-bfb473cfe469514aeeaf-0.png&s3=3149-323-56c49e488d5a0dbbfba9b37832328964-415x405.png
[Image 2d3149-323-6f3a72b01a7d36579919-1.png&s3=3149-323-bcf5393a192fe46d8870d9cf1c2f1867-415x361.png
The content described with positive expressions can be taken as an image that has been commoditized as recognition of frozen food itself, so it may be possible to develop new customers by causing a perception change (recognition change) to negative keywords. Hmm.
■ Usage scene of frozen food (n=1,000)
[Image 3d3149-323-96de5d03898152518409-2.png&s3=3149-323-a8f71da302d83d904792cca788d3658c-412x228.png
In the usage scene, it seems that there is also the advantage of frozen food that it does not take time and effort.
The result was that it was most often used when busy or when there was no time. ■ Category image of wireless earphones (n=500)
* Listen separately for the positive and negative images of the category [Image 4d3149-323-cb3701761ad41c3837c3-3.png&s3=3149-323-c47644632c5bc957b9fc8fcad019b3b8-414x229.png
[Image 5d3149-323-37b4776d4a4edaa9368d-4.png&s3=3149-323-c0725c8532075c52bc89874630ac4f45-411x217.png
[Image 6d3149-323-acb2cce9b0c07b077a3e-5.png&s3=3149-323-9cb14d7ec95795ce238a68142782bdc8-413x228.png
Regarding the positive image of wireless earphones, the cordless shape is the most highly rated, and the category image of convenience is a commodity image.
On the other hand, in terms of negative images, wireless earphones are highly likely to be dropped or lost, and negative images of specific functions such as charging and sound quality are ranked high. If you can implement a function that dispels the negative image, and if you can communicate and change your perception, you may be able to acquire new customers.
Neomarketing will continue to conduct surveys related to category images (perceptions).

■ Click here for the survey service used in this survey
Online research: https://neo-m.jp/research-service/netresearch/ ■ Request for credit notation when quoting or reprinting
*Please be sure to specify the credit when quoting or reprinting this release. -Example- “According to the results of a survey conducted by Neo Marketing, which provides consumer-oriented research and marketing support…”
■ “Neo Marketing”
URL: https://neo-m.jp/
Details about this release:
https://prtimes.jp/main/html/rd/p/000000323.000003149.html

MAIL:cr@prtimes.co.jp

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