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MSA works directly with clients to develop questionnaires and research designs to meet their specific needs. We take a personalized approach to survey research, knowing from the outset that each client's needs are unique. To that end, any survey-based research project is a collaborative effort between MSA and its clients: Survey research can answer a variety of strategic questions depending on the research design. Examples of questionnaire-based research that MSA can conduct include: Concept testing What is consumer reaction to my new product? What refinements are necessary prior to introduction? Product testing and new product development What are the market needs? How do I refine my product to meet consumer demand? Market structure research Who are my main competitors, and what are our points of differentiation? What gaps exist in the market? What areas are saturated? What are consumer wants and needs? Attitude & Usage studies What are consumer perceptions of my product? The market? What are the demographics of my brand users? What segments exist in the market? How are consumers using my product? What is their purchase behavior like? Advertising testing and awareness How is my advertising doing in the marketplace? What percent of consumers have seen my ads? What percent of my customers? Are there any refinements that need to be made to the current campaign? Brand equity research What is the current state of my brand based on consumer perceptions? How does my brand compare to similar products? Are there underlying factors to consumer perceptions of my brand? How do I improve the equity of my brand? Segmentation and positioning studies Are there identifiable segments of consumers out there? How do I position my product in the market? What does the perceptual map of the market look like? Awareness tracking What percent of consumers are aware of my product or brand? What are my unaided awareness numbers? Aided awareness? Who are the category leaders in awareness?