decision point approach
- We launched the engagement with an in-depth review of existing category and brand research and conducted stakeholder interviews.
- Initial quantitative research explored category perceptions, specific product usage, purchasing drivers, and brand awareness.
- We executed multiple types of qualitative research to better understand brand usages and perceptions:
- We shopped with consumers to understand brand attitudes and shopping behaviors. Participants also submitted post-research product tasting videos.
- In-home interviews were completed to explore typical product usage and garner reactions to tasting a variety of brands which led to identifying pain points with the client’s current brand.
- The final step was a comprehensive study to quantify category attitudes, usage occasions, brand performance, and shopping habits and influences.
actionable results
- Our research helped lead our client to redefine their approach in the category with the consumer-led development of a new, signature product.
- Our client invited us to help lead their category strategy and planning sessions.
