A major beverage manufacturer launched a new brand featuring brightly-colored packaging. The client wanted an early read on what was driving consumers to try the new product and how consumer attitudes were developing toward the product.
With the release of the product and possible confusion between it and other products on the market, the client needed to ensure that the consumers being surveyed were verified buyers of the correct product. Also, since the packaging came in several unique variations, the client needed to be able to identify exactly which variation the survey respondents had purchased.
IRI’s Survey and Segmentation Team fielded a survey to new triers of the product to ask them targeted questions about awareness, trial drivers, likes and dislikes, and potential for future purchase.
In-store awareness was very high – in fact, the number of consumers who reported noticing the product on display was almost 2x higher than the brand typically saw. The creative packaging also drove awareness and purchase, with package likeability at almost 10x higher than the brand average. However, the product’s similarity to competitors in the category and its premium price point were noted as threats to the product’s success.
The client used these early insights from new product triers to adjust its product strategy and design, helping the brand grow into a $200 million business in its first year.
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