Decision Point - Market Research and Consumer Reports

Client case studies

hybrid research to grow market share

A challenger brand in a well-established snacking category, was looking to understand brand attitudes and use among current and potential product users in order to encourage trial and grow market share. 

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.

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