Client’s challenge
Every year, countless of new products are launched, and every year, a large number of these introductions fail, about half from what we know from the academic world (Prof. Tammo Bijmolt, 2019). As a brand, how do you know if the new product catches on? And whether it adds value to the existing offer? A client in the beverage industry has developed three new flavour variations and already conducting a study into the packaging and potential of the concept at an earlier stage. To be sure that the new products meet the expectations, the client wants to carry out a product test and find out which flavour variant is most appreciated.
The approach
Previously, a Pack Test was carried out which showed that the packaging is not always linked to the brand, but the target group does link the packaging to very positive, distinctive and relevant associations. With an in-Home Use Test, the brand wants to test the new products among consumers before they go into production. The unique element of the iHUT is that consumers use a new product in their own environment, combined with our unique approach to concept testing. An iHUT provides extra security just before the product introduction and makes it clear which flavour variant has the most potential based on the actual product use.
After having selected enough consumers with a pre-screener, the new product is shipped. Respondents will evaluate the product at various times of use. With our projective storytelling technique and free associations, we collect rich qualitative feedback that helps understand the product experience. We validate the potential of the new product through the scientifically based Accepter/ Rejecter model that provides insight into the extent to which consumers embrace the new product.
The results
The results show that the product exceeds all expectations. Prior to testing the product, 63% of respondents in the UK are willing to buy the brand. After the user experience of the consumers through the iHUT test, the purchase intention has increased to 69%, see Figure 1. The results in the Netherlands show a similar picture.
Figure 1 Willingness to buy the product (UK)
With the qualitative feedback from both the associations and stories, we can provide a lot of direction to the communication of the brand. The stories show that in both markets the preference is to consume the product on weekends and on a special occasion, in the evenings and in the summer. Only a third of the respondents would consume the product alone. If we look at the price expectations, we see that Dutch respondents believe that the product is less expensive than British respondents think.
Although all flavours are assessed positively, there is a clear and equal winner in both countries, with 43% choosing the taste in the UK and 44% in the Netherlands. If we look at the evaluation statements, we see that taste in both markets scores highest on innovative, modern, and premium.
Client’s benefit
The client received confirmation of the quality of the product. Next to that, the qualitative feedback has provided the client with valuable input for their communication. The results showed a clear winner which can be launched first.
