MRSI Introduces Concept Highlighter (SM) - Online Concept Testing Solution Gives Clients Clear and Actionable Feedback

Concept Highlighter (SM), an online concept testing tool from MRSI, provides a visual experience that makes it easier for survey respondents to react to product concepts and for marketers and researchers to understand those reactions including likes and dislikes and purchase intent.

Cincinnati (PRWEB) May 18, 2007 -- MRSI (Marketing Research Services, Inc.), a leading provider of custom marketing research solutions, introduces Concept Highlighter (SM), an online concept testing solution designed to make it easier for respondents to react to product concepts and for researchers and marketers to understand those attributes that are most important to consumers.

MRSI's Concept Highlighter helps clients evaluate concepts with more clarity than typical open-ended questions because results are presented on the concepts themselves. This makes it easier to determine specific likes and dislikes of consumers, purchase intent, believability, and improvement areas.

Concept Highlighter allows consumers to read a concept online and click on the elements (words, phrases, pictures) that influence their decision on whether or not to purchase a product. Analysis on concept strengths and weaknesses is then used to determine if the concepts have the characteristics necessary for lasting product success.

MRSI's Chief Operating Officer, Todd Earhart, comments, "MRSI tests 1000's of concepts each year across categories from food to personal care, so we know how important it is for concept testing to produce accurate, actionable results. Our goal is not only to help clients produce successful products, but also to help them better understand the wants and needs of consumers. Concept Highlighter is an excellent tool to find out what's important from a consumer's point of view."

Earhart goes on to say, "As a leader in concept testing and online research, MRSI strives to make consumer understanding easier for clients while also helping them make the transition to online concept testing for its price, accuracy, and faster results."

MRSI (Marketing Research Services Inc.) is member of the MVL Group of companies. The company is a full-service marketing research firm located in Cincinnati, Ohio. Since 1973, MRSI has been working with industry leaders to identify market opportunities that drive their businesses forward. MRSI provides custom quantitative and qualitative research solutions for consumer and business-to-business companies across a wide range of industries. MRSI assists clients in all phases of their research projects, from study design, questionnaire development and data collection, to analysis and reporting.

For more information on Concept Highlighter please visit http://www.prism.mrsi.com/concept_highlighter.html.

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