ABOUT THE CLIENT
A leading player in the quick service food industry, known for innovation and consistently launching new formats to match evolving consumer tastes.
APPROACH
Quantitative Research - Central Location Test (CLT), Monadic Design
PROBLEM STATEMENT
The client wanted to evaluate five new propositions for an extra-large pizza intended for a seasonal campaign. The goal was to assess each concept’s relevance, believability, uniqueness, and purchase intent in order to identify the strongest route for launch.
OUR SOLUTIONS
Mini group discussions were conducted online with different user groups to gather in-depth reactions and fine-tuning cues. This was followed by a structured quantitative survey with a larger consumer base to validate findings and provide statistical confidence.
KEY TAKEAWAYS
Some concepts stood out for their stronger appeal, credibility, and alignment with the campaign theme. Others, while relevant, required refinement to strengthen believability or differentiate more clearly from existing offerings.
OUTCOME
The research enabled shortlisting of the most compelling concept for launch, supported by clear cues for message fine-tuning. This provided the client with confidence to proceed with a proposition that maximises appeal during the seasonal campaign.