Course-Correcting New Product Launch

A major Snacking manufacturer launched a new brand featuring brightly-colored packaging. The client wanted an early read on what was driving consumers to try the new product and how consumer attitudes were developing toward the product.

To achieve research objectives, a survey was fielded to new triers of the product to ask them specific questions about awareness, trial drivers, likes and dislikes, and potential for future purchase.

The survey results showed in-store awareness was very high, the number of consumers who reported noticing the product on display was almost 2x higher than the brand typically saw. The creative packaging also drove awareness and purchase, with package likeability at almost 10x higher than the brand average. However, the product’s similarity to competitors in the category and its premium price point were noted as threats to the product’s success.

The client used these early insights from new product acceptors to adjust its product in-store strategy and packaging design, helping the brand grow into a million-dollar business in its first year.