DRC Objectives

Since the beginning of the year, the research methods of Dialego have been newly consolidated; namely the Dialego Research Center (DRC).

Side-by-Side studies to classically-recruited samples or tests of newly-developed analysis designs have had a long tradition by Dialego. The newly-appointed DRC is responsible for canalising and guide these activities according to the following measure: 

• Focused. It is imperative for clear research focal points to be followed in a market research institute, in order to arrive at reliable conclusions given the available resources such as time, employees and samples.

• Inspiring.  Being on the „pulse of time“and new stimuli for research projects are rarely conceived by us alone, but are planned in conjunction with long-standing customers and their practical questions.

• Integrated. The DRC is no stand-alone market institution, but is closely integrated in the daily project process and customer advice. The DRC is supervised by Jörg Kunath, who adopts the customer perspectives as project manager and customer advisor in the DRC. 

• Continuiative.  A classic task of the DRC is the adaptation of existing instruments, such as Awareness Tracking, for online implementation, which is in many cases carried out by Project Management. Here we do not „only“ seek to implement the instrument as best as possible, but also to actively advise the customer on all points, which could later present difficulties during online conversion.

From the work of the DRC

The DRC is currently working on the further development of a relatively young instrument: FutureMarket Shelf Test’. In the early concept phase of the new product, for which the instrument was originally designed, the Test has already delivered very valid market share prognoses.

The questions became more complex in a product development phase shortly before the implementation. The potential of a new product is dependent on how well the product appeals to the taste expectations of the consumers and how the consumers integrate the new products into their everyday life. The missing jigsaw piece which is needed to also apply the instrument in this elaborated stage of new product development is a Home-Use-Test. A method study, in cooperation with our partner Alfred Ritter GmbH & CoKG, is currently dealing with the improvement of the quality of the prognosis with the inclusion of the HUT into the FutureMarket ShelfTest. An update of this method can be read in the next edition of the newsletter. 

We are continually motivated at Dialego to use the method research to not only install the blueprints of the classical instrument online, but also to „newly invent“ them in order to take the most advantage of the internet as a means of questioning.

Please send us your comments or questions about methods and available research studies.