ABOUT THE CLIENT
Client is a leading player in RTD space
APPROACH
Quantitative research
PROBLEM STATEMENT
Client wanted to launch a new product in the RTD space and wanted to understand how they would compare against competition in key markets. Multiple flavours were planned to be launched
OUR SOLUTIONS
Central Location Test (CLT): Conducted face-to-face interviews in a controlled setting amongst competition brand users.
KEY TAKEAWAYS
Measured consumer perceptions on different product parameters like taste, aroma, viscosity, sweetness, mouthful etc.
Understood the perception of the competition brand amongst their own users.
One client variant was clearly seen as being superior to competition while another flavour was perceived as being inferior.
OUTCOME
Able to do a full scale launch with one flavour while reworking on the formulation of the other flavour..
Clear pointers on areas to work on for the formulation which was found to be inferior to competition.