ABOUT THE CLIENT
Client is a massive multinational bakery company from Mexico. It’s one of the largest baked foods companies in the world, with operations in many countries.
APPROACH
Quantitative research
PROBLEM STATEMENT
The client wanted to evaluate two new product mix concepts to determine which option resonates most with the target audience. The goal was to assess consumer preference, identify key drivers of appeal, and guide decision-making for a more successful product launch.
OUR SOLUTIONS
Central Location Test (CLT): Conducted face-to-face interviews in a controlled setting amongst the defined TG – customers of competition brands.
KEY TAKEAWAYS
Identified that both products showed high acceptability and perform at par across most evaluation measures.
One product has a stronger pull among children, while other product resonates more with adults.
Consumer preferences suggest clear segment-based appeal, highlighting an opportunity for differentiated positioning.
OUTCOME
The research validated that both product concepts have strong market potential. Launching both variants with targeted positioning strategies will help maximize appeal across age segments, ensuring broader consumer acceptance and stronger market success.