Optimize: Soft Drinks


A 3-stage piece of research was conducted for a client who wanted to introduce one of their top selling overseas products to the UK market.


Approach

Qualitative face to face focus groups were used to gain initial feedback from target consumers on a number of concepts and provided optimization guidance for stage two; an online quantitative concept test allowing 'winning' concepts to be assessed in depth.

Hotspots and Sticky Notes were included to provide detailed feedback on liking of different concept and pack elements and reasons behind consumer motivations, in order to provide further optimization guidance. Market mapping and pricing exercises provided clear feedback for the client on where these products would sit versus current UK products in the consumers' mind.

Recommendation

The last step in the process tested liquids amongst target consumers to ensure liquid delivery matched the strong performance of the winning concepts.


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