Consumer Products Case Studies

Client Issue (Brand Extendability)
What new products should the R&D group develop that will enhance and extend our brand equity?

Our Response
We conducted a study among the client’s consumers to determine which product concepts were most appropriate for the brand.

Result
These results provided guidance to R&D for the proper allotment in terms of budget and staff resources.

Client Issue (Package Communication)
Which package gives the product the maximum advantage on the competitive product shelf, and also best communicates the product’s benefits and features?

Our Response
We conducted a study in which several package treatments were evaluated to determine which one had the most sales potential.

Result
This research enabled the marketing team to have the insights they required for critical marketing decisions.

Client Issue (Market Share)
What is our brand’s relative position in terms of awareness and purchase among category users?

Our Response
We conducted a series of studies over time among consumers that tracked the brand’s progress in terms of awareness and purchase rates. In addition, these studies tracked the brand’s position versus its competition.

Result
These data were critical for guiding marketing’s overall strategic planning.

Client Issue (Product Test)
R&D has developed a new cost savings ingredient for the company’s major brand. What impact will this potential change have on the brand?

Our Response
A product test was conducted among core users. Our research findings indicated that the brand was at risk with the alternative formula.

Result
After a review of the findings, the client decided not to go forward.  Core users had raised several issues with the new formulation.

 

Client Issue (Price Optimization)
The New Products Team had developed a product that had achieved the action standards in concept and product testing, and now wanted to know what price would have the most potential.

Our Response
We conducted a pricing strategy study with potential purchasers.

Result
The study identified the acceptable price parameters and allowed a pricing assessment that maximized the profit versus volume tradeoff.

 

Client Issue (Advertising Effectiveness)
What impact will the new advertising campaign have on our products?

Our Response
In conducting an advertising awareness and attitude study, we were able to predict the reach of the advertising, importantly, determine which specific elements of the advertising resonated with consumers, and which did not.

Result
Our client was reassured that the advertising was “on target” and was also able to make slight changes to the campaign before the national launch. Our research played a major role in maximizing the advertising’s message and potential.