We wanted to access what traditional research may have missed, as there was
clearly more to this story than liking alone.
We used Brandphonics® emotional and functional profiling
alongside traditional liking measures to explore the deeper connections
consumers were making with both the brand and the unbranded product.
This revealed a vast disconnect between the emotional conceptualizations
associated with the product itself in a blind taste test and the personality
portrayed by the branded packaging (and indeed the category as a whole). The
product was thought to be comforting, traditional, warm and sociable, whereas
the packaging was communicating a luxurious, powerful and sensual message.
In contrast, the competitor product (despite being less liked overall) was
considered powerful, aggressive and sophisticated – and these traits were
strongly consonant with the persona portrayed by the packaging.
Despite having created a great product, the dissonance between the product
experience and the branding would have meant that the product experience would
not have met expectations at purchase (driven by the packaging).
Consumer dissatisfaction (even at a lower level of consciousness) would
hinder repeat purchase rates and seal the unfortunate fate of this product in
market. However, the competitor product offering consonance between both
moments of truth continues to thrive.