a Central Location Test consumers tried and assessed ten different ‘morning coffees’ over two
days (current products, prototypes and competitors) and
completed a Usage & Attitude survey exploring their attitudes and behaviors to their ‘morning
coffee’, including a discrete choice method (Best-Worst Scaling) exercise to
quantify the relative importance of the different barriers to morning usage.
The complete design we recommended was important as it allowed a segmentation
of the market in terms of taste preferences.
results confirmed the opportunity for our client and an understanding of the
motivations behind the occasion. We identified the client product / prototype that had the
greatest potential, and gave actionable optimization guidance for both a one or
two-product strategy. MMR’s Liking Segmentation™ identified
key and prioritized consumer segments with the best business potential,
which prototypes were needed to ‘delight’ consumers and how they could be
targeted going forward.
Our Best-Worst Scaling analysis quantified the key barriers to
trial in each of the markets and placed the importance of liquid itself in
it identified that the major barrier in the USA was cup size (too small) – this
was a fundamental learning for our client.