DEFINE POTENTIAL OF NEW PRODUCTS
Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses.
In-store market assessment during 1 weekend.
Minimum Viable Products placed on shelves: The same products were tested per supermarket, but in different sections of the store.
Respondents selected based on their actual shopping and purchasing behavior (empirical evidence).
N = 267 * interviews conducted, spread over 5 different supermarkets.
Close cooperation between Global and OpCo.
Alternative product message tested and compared with the message on the packaging.
* Note: each project has a guaranteed N. The total N depends on the depth of the study and the research objectives.
CLEAR RECOMMENDATIONS FOR PRODUCT LAUNCH
Validation of hypothesis: confirmed or rejected.
Clear recommendations per proposition with regard to packaging, product and store location.
Decisions made possible to the most promising proposition and message for launch.
Results as input for convincing sales kit creation, used as supporting evidence during negotiations with store managers.