The snacking category has shown strong growth over the last few years. Our client had observed the category growth, as well as consumers moving towards shopping at farmers’ markets and supporting local. They believed that there was an opportunity for a range of chips that delivered a local, premium offering, and heroed delicious flavour combinations.
We ran an online study to determine that the territory was compelling, and screened a range of packaging designs to identify which best connected with the idea. We also found the optimum range of flavours to launch.
The result is the Copper Kettle Artisan Series. A range of batch cooked kettle chips in striking packaging that are also delicious!
Our client identified the potential for an authentic Greek Yoghurt, following the success of the segment internationally. However, it was unclear whether NZ consumers would like the thick consistency and would pay a price premium for a smaller pack.
We ran both a CLT study to determine the optimal diagnostics for the range and supplemented it with an IHUT add-on. This provided further information of how the products performed across a range of occasions and reactions from other family members.
We provided guidance on optimising the complete go-to-market bundle – the sensory delivery for each variant, the range of flavours to launch, optimal pricing, the most appealing packaging and the preferred sub-brand name.
Since its launch it has exceeded business case and is now a leader in the Greek Yoghurt segment.
A competitor market research company tested a new meal-kit range to compete with the market leader. The result – a top 2 box purchase intent score that blitzed the norms. The recommendation was that the idea was a winner, proceed to launch.
However, in market the product failed to live up to expectation and was delisted after 12 months.
IMAGINE Research knows that a positive purchase intention is only one part of the decision making process. While people may like the idea, they also need to believe that they are moving to something better either functionally or emotively and that the potential benefit of switching outweighs the potential risks.
Our IMAGINE Matrix looked beyond purchase intent and norms to give a
clearer picture of likely in-market performance. Our prediction was that
this product should not be launched in its current form, as it failed to
offer a relevant point of difference to the market leader.