This post is part of the Method a Month Series. Look for a new post each month and learn how our unique methods can help you with custom market research solutions and brand decision clarity.
I’m headed to Washington, D.C. in a couple of weeks, tagging along with my husband for one of his work conferences. My brother lives in D.C. so we’re going to get together for dinner somewhere fun and special while we’re there. I’ve been looking through restaurant descriptions and menus on OpenTable and kept coming across CityZen in numerous “Best of” lists. In addition, the restaurant is highly rated and the description sounds wonderful.
Eric Ziebold was voted in Food & Wine magazine as one of ‘America’s Best New Chef’s’ and the restaurant one of the ‘Hottest Restaurants in the World’. On arrival, relax in the restaurant’s lounge and choose from a signature martini or champagne cocktail. The restaurant’s 20-foot high ceiling offers you a better view of the activity in the open kitchen, while the style and décor still provide an intimate setting. Eric’s menu changes monthly depending on the availability of the freshest ingredients. He and his team create multi-course tasting menus while our expert Sommelier advises on wine selections from the award winning wine list. Located at the sophisticated Mandarin Oriental, CityZen creates the ideal atmosphere to celebrate, congratulate or just indulge in the fine culinary journey.
When I’m looking for a special place to eat, restaurants with award-winning chefs and on “best” lists certainly are appealing. Since I love to cook, I’m excited by the ability to look into the kitchen and see what’s going on. I’m a little sad that if I fall in love with something on their menu this month, it may not be available next month.
Do you have some kind of written communication (advertising copy, product or concept descriptions, or much more) and want to know how what your target audience finds appealing or unappealing? The Pert Group recommends Linguistic Highlighter to understand your audience’s opinions. This method focuses on what words are most appealing and most eye-catching to your audience. Measurements of likes and dislikes combined with the total number of mentions tell you how consumers see your concept.
Consumers are asked to highlight the words or phrases in the concept they find positive and/or negative. The Pert Group uses positivity and frequency of mentions to calculate what words and phrases are more appealing. A grayscale visual with differentiating font size is created to easily comprehend which words have most engaged the respondents.
There are major benefits to using Linguistic Highlighter compared to other methods of evaluation. First, because consumers can highlight both positive and negative words or phrases, you get a more complete understanding of their reaction than just using a simpler method, such as a word cloud. Secondly, Linguistic Highlighter not only can tell you how much your consumers like the communication overall, but also can identify which elements generate a positive, negative, or neutral response. You may have a concept with a positive liking overall, but one word or phrase elicits a negative reaction from consumers. Lastly, consumers can highlight (either positively or negatively) any combination or words and phrases; there are also no predefined words or phrases.
Does this method sound like it would be beneficial for your company? Contact me to get started! I promise I’ll stop drooling over the amazing picture of molten chocolate cake from the restaurant and respond to your email.