Case Study

New Product Development

The Challenge

  To validate the insight hypotheses

  To understand the purchase decision hierarchy

  Explore the awareness, appeal and brand image

  Understand appeal and likelihood of purchase for several lollies

Understand concept fit

  Understand who the concepts appeal to and why

  Understand level of cannibalisation of new concepts with existing ranges

Tools

  4 x 2 hr focus groups: 2 x groups with mothers of 6 to 8 year olds, 2 x groups with mothers of 9 to 12 year olds

12 x Ethnographic video diaries with 6 to 8 year olds

  In home sibling interviews with 9 to 12 year olds

Deliverables

  In- depth report

  HD video footage and edits

Our Solution

  In home ethnography allowed exploration and understanding of how children perceive each concept

  Focus groups enabled deeper understanding of the mother’s purchase decision makers

  The mixture of age groups explored how children’s opinions change as they grow

The Outcome

  We delivered an in-depth report, which explored each concept and each age groups perceptions

  We mapped the category highlighting the purchase decision hierarchy and where each product fit in

  We explored the key likes and dislikes

  Clear guidance was given regarding progression of each concept and where they fit under each brand

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