Protein Bar Brand Achieves More Realistic Insights From In-Context Research
The most disruptive protein bar brand in the health food industry wanted to see how their nutrition bars stacked up to their competitors. Curion first tested both brands side by side in a standard CLT setting. Wanting to expand the scope and achieve more in-depth results, Curion set out to understand how the consumers’ responses might differ under a real-life context during mealtimes and in a more natural environment.
Our Approach
A pop-up CLT ran at a Chicago area WeWork, set around snack breaks and lunch time, where the population aligned to the client’s target consumer profile – millennials who work full time.
Step 1
Select Test Audience
WeWork members were invited to stop by and taste the blind coded products and answered an online survey via QR code.
Step 2
Ensure Sample Integrity
For those WeWork members participating, a donation was made in their name to a local charity of their choice. This is to ensure those participating are genuinely interested in the product.
Step 3
Collect Impressions
Results from this pop-up study were compared to those from the side by side standard CLT to determine how context affects consumer perception.
Insights
- 30% of participants were neutral to the flavor
- Both bars received 40% higher scores in the WeWork environment
Results
- Through Curion’s LifeLabs test at WeWork, our client gained real-life evaluations of their consumers’ perceptions to drive the next phase of product development.
- Our client decided to keep their current bars on the shelves, and avoid an unsuccessful change to their product.
