Concept Discovery Assessment

Concept Assessment

CASE: ''THE POTENTIAL DEFINING OF NEW PRODUCTS IN-STORE''

1: Challenge

DEFINE POTENTIAL OF NEW PRODUCTS

  • How can an established brand successfully introduce innovations beyond their current position in the store?
  • Gain insight into the potential of a new snack innovation in a European market, with specific interest in the best location to sell the products and most relevant product promise.

 

2: Approach

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.

3: Impact

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.

Concept Discovery Assessment
Meer weten?
 doutsen@bamboobrands.com
 +316 34 32 8850

Doutsen Hoekstra
International Marketing Project Lead