In-Depth Interviews That Inform Quantitative Testing
A plastic cutlery manufacturer had successfully launched a new innovation and wanted to continue growing sales and market share. But what was driving category growth and the appeal behind their success? Which new line extension options would best capitalize on the needs of core consumers? The company needed hard data to strategically build distribution relationships and prioritize marketing efforts.
strategy to consolidate internal company knowledge, uncover core consumer understanding and provide actionable strategic, innovation and insights data. The first step was to develop a deep-dive dialogue with senior management and consumers. Research findings were used to develop a consumer survey that filled information gaps, segmented the market according to consumer needs and behavior and tested new line extension concepts with price sensitivity models.
Using quantitative data, the manufacturer developed a consumer selling deck that presented retailers with a story on who, why and when consumers used their products. Senior management was also able to prioritize future innovation efforts, adjust product pricing and train employees on consumer habits, practices and needs.