The Issue

Our client had developed a product concept based on consumer needs. This concept had already been tested and had performed well.

As part of the next stage, the project team were now exploring product formats and formulations and required quick, incisive, independent research to evaluate and screen the range of samples under consideration in order to focus the future efforts of the R&D team.

Key objectives were to understand:

  • Which products appealed most to consumers and why
  • How well the products fitted the concept

What we did

Three focus groups were conducted in a single afternoon / evening each with 8 respondents from the potential target audience for the product.

Respondents were asked to assess the appearance, taste and texture of each sample as well as fit with concept.

Outcome

The project successfully identified:

Which product formats and formulations the development team should develop further prior to larger-scale quantitative consumer research.