The Issue

Our client, a jam manufacturer, needed to understand the extent to which the level of fruit content, organic status, and price defined the category.

They also wanted to measure the extent to which the other factors interacted with price, in order to identify appropriate and competitive stock keeping units (SKUs).

What we did

Research was conducted on-line using choice-based conjoint (CBC).

Products varying in terms of brand, fruit content, price and organic status, were presented using an efficient design.

Respondents conducted a number of ‘tasks’ – each one consisting of choosing the preferred product from four that were offered.


Our client was able to identify which SKUs to offer in this crowded market and to negotiate an appropriate pricing structure with the multiples.