Post-launch evaluation research for cheese
Business Practice- Innovation & Product Development
Post-launch evaluation for a new variant of square portion in KSA
Holistic research involving both Qualitative and Quantitative, to evaluate the launch of client’s portion cheese based on how best it meets consumers’ needs & expectations, triggers & barriers to using the product, measure the level/ source/ quality of awareness and trial vis-à-vis other recent innovations
Design: Interview with spreadable processed cheese consumers. Qual was done after the quant phase, facilitating the recruitment of users in qual from the previous quant stage (due to the brand being small and hence challenge of finding the brand users in the market).
The research provided actionable results to drive the brand growth for the brand, by mapping all the marketing mix elements (product, packaging, pricing & promotion, placement, and positioning). Building the ‘quality of awareness’ was identified as the key challenge i.e. communicating what the product is about and what kind of taste consumers can expect from such a product.
The study identified that the message ‘new product from brandX’ was not effective in communicating the intended occasion and providing any cue on usage & taste. Its sour taste was seen as more suitable for adults.
The packaging was liked by everyone (design, colors, label, information on the pack), giving the product good stand-out/visibility on the shelf.
“Very good report. Integration of both qual & quant insights, mapping of all the brand-mix elements provide a clear way forward for the future growth of this product”
CMI Group Manager