UNDERSTANDING INVESTMENT FOR DESIGN CHANGE THROUGH ROTATION IMPACT ANALYSIS.
• Our client wanted to gain insight into the potential of a new design
• Validating (or possibly rejecting) hypotheses made with regard to basic rotations of the existing variant.
Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses.
Quantitative in-store assessment over 4 weeks.
Field work in 30 different stores (2 retailers), existing products have been replaced by products with a new design.
Rotations measured from SKU and competition per shelf.
60 * collected data points (1 data point = weekly basic rotation sales of 1 store) and data linked to national IRI figures.
Outliers are defined and corrected.
* Note: for solid assumptions, the minimum requirement is at least 60 data points. The number of data points can differ per project and depends on the depth of the research.
NEW DESIGNS SCORED SIGNIFICANTLY BETTER THAN EXISTING DESIGNS.
Validation of hypotheses: confirmed.
New designs even lead to significant category growth in CE and sales.
The results helped our client with the budget release to invest in the design adaptation.