As Cineplex worked toward refining a new entertainment concept, the company recognized the need to conduct research that would not only provide data, but would galvanize the team around a high potential concept. Cineplex retained Ipsos Reid, and together developed a plan that used proven tools of concept testing and discrete choice modeling, helping the final concept to take form. We will talk about the initial concept, how the combined team worked with the research results to get to the product that will be launched in 2015.
Interest Statement: The client side researcher continuously needs to demonstrate how research can help to address important business challenges. We will talk about how a clear research story supported and refined a unique product launch by Cineplex by directing design, real estate, and content decisions. For supplier side researchers, this is a good case study of how a strong partnership, clear direction and a flexible client can help to deliver results.Learning Outcomes: Understand the power of blending a concept database with Discrete Choice modeling and scenario testing in determining the potential of a new to market entertainment idea; the value in bringing together varied client teams (in this case Marketing, Real Estate, Research, Finance) in discussion of the story and the implications.
Executive Vice-President, Ipsos Reid
Carla Flamer, CMRP, is President, Canada Marketing at Ipsos. She has held a number of roles at Ipsos over the past 21 years following 6 diverse years at Procter & Gamble Canada.
Market Research Manager, Cineplex
Tara Murphy is responsible for marketing research at Cineplex Entertainment. Prior to joining Cineplex, Tara was Senior Research Manager at Maritz Research (now Bond Brand Loyalty).