Alcohol Beverages
Selected Project Summaries |
Type of Project |
Methodology |
Specific Research Objectives |
Business Application |
New Product Development & Positioning |
Focus groups
with consumers |
- Gain insight into the appeal and potential of a new product idea in terms of:
- Taste
- Packaging
- Alternative names
- Alternative positionings
|
- Provide direction for product development
|
Line Extension Concepts |
Focus groups
with consumers |
- Understand the appeal and potential of several line extension ideas
|
- Provide direction for product development
|
Line Extension Naming & Packaging |
In-depth interviews
with consumers |
- Explore reactions to alternative names
- Gain feedback to several label designs
|
- Help improve the viability of a line extension concept (which had tested poorly in quantitative testing)
|
Line Extension Product & Packaging |
Mini-groups
with consumers |
- Explore reactions to the:
- Product idea
- Packaging
- Prototype flavors
|
- Provide input toward refining:
- Product Prototypes
- Packaging
- Help determine which flavors to pursue
|
New Product Development |
Focus groups among "trier-acceptors" and "aware non-triers" in the test markets |
- Explore sources of awareness
- Uncover trial barriers and motivators
- Gain insight into attitudes toward and usage of the product
|
- Help guide communications for the product roll-out
|
Packaging |
In-depth interviews
with consumers |
- Explore reactions to alternative packaging designs
|
- Help guide bottle and label changes intended to elevate the brand's image
|
Advertising |
Focus groups
with consumers
|
- Explore reactions to evolutionary advertising executions
- Probe reactions to a new tagline
|
- Help determine whether evolutionary advertising is on strategy
|
Advertising |
Focus groups
with consumers |
- Explore reactions to advertising executions
|
- Help select and refine pool-out executions for an existing campaign
|
