ABOUT THE CLIENT
Client is a FMCG manufactured with strong presence in hair care.
APPROACH
Quantitative research
PROBLEM STATEMENT
Client wanted to launch a new product in the hair colour space which they wanted to position as being made of herbal ingredients
OUR SOLUTIONS
Central Location Test (CLT): Conducted face-to-face interviews amongst competition brand users to understand acceptance of the new proposition in a blind format
Extended Placement (HUT) – To understand product performance in a blind format and how it compared against their regular brand as well as how it resonated with the concept.
KEY TAKEAWAYS
While the performance of the client offerings was at par with the competition however believability with the proposition was an issue.
While the client’s proposition was built on a herbal platform however there was a disconnect with consumers at the idea stage
OUTCOME
Product was good for launch
Need to dial down the herbal ingredients piece on the product – higher herbal was translating into lesser efficacy in the consumer’s mind