Our insights provided the dynamic, multi-faceted product understanding needed to enter a new product category with confidence, gain market share, and offer repeatable delight.
A large coffee company decided to diversify its offerings and expand into the instant coffee space. To create a market-share winning product, the client needed to understand what consumers want from their instant coffee experience, how to communicate with their target audience, and how their product measures up against the competition.
To help the client achieve such a wide spectrum of goals, Curion created three different phases leveraging it’s insights divisions to help further shed light on areas for optimization ranging from communication to product quality and market readiness.
Phase 1: 7-day Digital Ethnography
Early stage insights to drive development and messaging:
- 18 coffee drinkers posted steps to their everyday coffee routines.
- Participants also documented their reactions to early messaging, packaging, and naming.
Phase 2: Central Location Test (CLT)
Prototype testing, packaging, and benchmarking:
- 200 consumers across six divisions tested the client’s prototypes and the competition’s products against key metrics.
- Then, participants evaluated early packaging design, copy, and creative.
- Responses were used to form qualitative questions for the next segment.
Phase 3: Qualitative Data Collection
In-depth follow up for deeper understanding:
- Moderators facilitated eight 60-minute sessions in which consumers explored the underlying drivers of their reactions to creative and copy.
- The client’s team listened in and submitted questions to moderators.
Leveraging a wide range of expertly designed methodologies, along with the expertise of our in-house insights team, Curion provided clear direction for every aspect of product development, including packaging, messaging, product formulation, and positioning.
The client launched a superior product that surpassed current products offered in the marketplace, quickly becoming the market leader and doubling it’s brand recognition.