DETERMINE WHICH DESIGN FITS BEST WITH THE POSITIONING.
• Do the different designs stand out on the shelf enough?
• Which buyers does the concept attract?
Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses.
In-store market assessment during one weekend.
Minimum Viable Products placed on shelves: different designs were tested per supermarket.
Respondents selected based on their actual shopping and purchasing behavior (empirical evidence). MVP and competitive set bought yes or no.
N = 157 * interviews conducted, spread over 3 different supermarkets.
Close cooperation during the weekend.
Alternative designs tested with storyboard.
* Note: each project has a guaranteed N. The total N depends on the depth of the study and the research objectives.
CLEAR RECOMMENDATIONS FOR CHOICE OF DESIGN.
Validation of hypotheses: confirmed
Clear recommendations per design.
Recommendation to test final design against existing design followed up.