Previous research conducted by
MMR had helped to identify the most compelling health benefits for mums in the
UK, Hong Kong and Malaysia. Prior to
launch in the UK, research was needed to ensure that the products formulated to
meet these claims met with consumer expectations. 8 prototypes had been
developed and our research needed to select 4 to be progressed to launch.
recruited mum and child pairs online to take part in an in home concept led
product test – enabling us to capture a holistic understanding of a) the
concept promise and b) the extent to which the products delivered against this
promise. We introduced the sub-range idea and collected overall level of appeal, expected
consumption and detailed diagnostics to enable us to provide optimization
guidance and hierarchy of message importance for use in comms. Each mum & child pair was
then sent one flavour to try at home over the course
of a couple of weeks – allowing them to assess the product in their natural
environment and at usual point of consumption. Brandphonics® profiling was used
as a diagnostic tool to understand the degree of consonance from three angles –
sensorial, functional and emotional. Repeating the measures collected for the
concept at the product stage enabled us to understand the level of fit between
the two elements – adding a deeper understanding than direct fit to concept
questions capture alone.
provided clear recommendations in terms of which four products should be
progressed for launch, along with specific recommendations in terms of tweaks
which could be made to improve their delivery against concept led expectations.
worked with the client to identify which tweaks to the product formulation were
possible and the range was successfully launched in Spring 2012.
performance in market has been encouraging, and our client is now looking at
extending the range of flavours available – again drawing on this piece of
research to guide where their attention is focused.