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Morpace Launches Marketing Tool
B-Link, a new research tool that allows marketers to model the benefits customers look for from a product or service, as well as the constituent features that best deliver those needs, has recently been launched by Morpace International.
The proprietary technique recognises that the true value of a feature can include both functional and emotional benefits - not just what a product or service does, but how it makes the consumer feel - excited, safe, special, proud, fashionable etc.
B-Link evaluates complex products or services in the following terms:- High priority benefits,
- Highly desirable features,
- How benefits translate to features, and vice versa.
The tool has been developed to research complex products or services - where features can be combined in many different ways, or targeted at many diverse customer groups. The goal is to provide insight into what variations of a product or service are needed and also how each variant might appeal to different target customer groups.
The company is online at www.morpace.co.uk
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