We combined CLT product testing
functional and emotional profiling of 1) unbranded in-market
client products and prototypes, 2) unbranded market leading competitive
products, and 3) client and competitor brands (executed online). This research
linked product sensory cues to functional and emotional conceptualizations
related to delivering on the 'healthy/natural' concept. Comparison of
functional and emotional profiles of products and brands explored consonance
and dissonance between products/prototypes and brands, revealing how well
products and brands supported one another on the 'healthy/natural'
The key learning from this
research was that consumer choice for 'healthy/natural' products goes well
beyond simple liking (sometimes even going against traditional food category
liking values) and that product acceptance involves complex interactions of sensory cues and their related
The research provided a roadmap
for optimizing our clients products and prototypes as well as rules for success
in pack design and brand communications.
Our client has adopted a new approach to understanding consumer
preferences in the 'healthy/natural' segment that takes an holistic approach
incorporating sensory testing as well as functional and emotional profiling.