With a 20 year background in strategic planning on both the agency and client sides, Risa brings a wealth of experience to CarterJMRN projects. A graduate of Central Michigan University, majoring in Interpersonal Communications, Risa has moderated workshops and focus groups for product categories ranging from household products to diamonds. Her calm and understated manner helps encourage respondents to open up and give real insights. It is estimated that she has conducted over 3,000 focus groups since 1995.
Children
Trends Research
- Secondary ‘desk research’ covering trends related to specific area of client interest
- Identification of opportunities, including ‘white space’ for new product development
User "Play Behaviour" Analysis
- Observation and analysis of play behavior among 4-6 year-olds
- Prioritization of toy models to be introduced
- Purchase triggers (for mums)
Foundational Needs Studies
- Exploration of daily life and needs with children and moms in category
- Identifying pain points
- Exploring image and character based ‘ways in’
Brand and Product Evaluation
- Exploration of category needs and usage
- Evaluation of new product concepts
- Brand positioning
- Testing of existing vs. proposed logo, mascot and packaging designs
Advertising Testing
- Testing and evaluation of print and television advertising among younger consumers
PR Communications Evaluation
- Exploration of current and preferred sources of information in the category
- Reactions to PR/ educational materials
- Identification of key areas for improvement
