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 assess consumer acceptance of newly developed sourdough pizza variants, identify strengths and gaps, and decide which option should be prioritised for launch.
OUR SOLUTIONS
Consumers evaluated different variants individually on overall likeability, taste, and purchase intent, both unpriced and at specific price points. This helped establish clear performance comparisons against benchmarks.
KEY TAKEAWAYS
One variant showed parity with benchmarks but fell short on priced purchase intent. Another underperformed across most measures, scoring below benchmarks. A third variant emerged as the strongest, significantly ahead on likeability, taste, and purchase intent, ranking among the best products tested historically.
OUTCOME
The strongest variant was recommended for launch, having demonstrated clear superiority over benchmarks. The first variant could be reconsidered after improvements, while the second was not recommended.