With 3 potential line extensions to its dissolvable powder drink, our client needed clarity on which product experience best delivered to concept.
A CLT established performance vs current SKU and a benchmark, but deeper understanding was required to optimise the leading prototype pre-launch.
CLT learnings combined with AI-moderated interviews to explore the product experience.
Participants prepared and consumed the drink in-session, capturing real-time reactions to appearance, taste, aroma and texture. AI moderation probed sensory responses and interpretations of efficacy, ingredients and flavor cues.
We confirmed a winning flavor direction, highlighting critical barriers to conversion.
The product delivered strongly on taste and appeal, but incomplete dissolution risked undermining efficacy and purchase confidence.
The client refined the product to strengthen credibility, and move forward with a clearer, lower-risk route to market.