Independent market research conducted by WBA Research is available for many of NSI's sampling programs. The objective of the market research is to measure the impact of product sampling on awareness, usage and purchase behavior and build a brand specific ROI/payback model.
NSI utilizes a test versus control research methodology 2-3 months after distribution. The test group is composed of target audience sample recipients. The control group is comprised of target audience members who did not receive a sample. WBA & NSI provide a research report on individual brand performance including ROI and a proprietary payback analysis.
NSI utilizes a test versus control research methodology 2-3 months after distribution. The test group is composed of target audience sample recipients. The control group is comprised of target audience members who did not receive a sample. WBA & NSI provide a research report on individual brand performance including ROI and a proprietary payback analysis.
ROI CALCULATOR
YEAR 1 ANALYSIS OF Brand X PARTICIPATION IN NSI'S SAMPLING PROGRAM
Brand X reported a +8 point increase in "Most Likely To Use Next".
It increased from 6% in the Control Cell to 14% in the Test Cell.
Brand X reported a +8 point increase in "Most Likely To Use Next".
It increased from 6% in the Control Cell to 14% in the Test Cell.
| Total Samples | ||
| Average point increase | ||
| new 1x purchases |
| *repeat purchases | 1x | 2x | 3x | 4x | 5x | 6x | |
| units sold | |||||||
| long time loyal users |
|||||||
Brand X YEAR 1 PAYBACK
| Variable Contribution Per Unit | ||||||
| retail price | $ | |||||
| -35% | wholesale discount | |||||
| (minus) | cost of goods | $ | ||||
| (equals) | variable contribution per unit | |||||
| Variable Contribution Per Unit x Units Sold = Total Variable Contribution | ||||||
| x | = | (1x) | ||||
| (plus) | x | = | (2x) | |||
| (plus) | x | = | (3x) | |||
| (plus) | x | = | (4x) | |||
| (plus) | x | = | (5x) | |||
| (plus) | x | = | (6x) | |||
| (equals) | Total variable contribution | |||||
| (minus) | Total program cost | $5000 | ||||
| (minus) | Total sample cost $ | |||||
| (equals) | Total year 1 payback at 6x repeat | |||||
| Total year 1 incremental purchases | ||||||