Objective

Research to accompany the development and launch of a new beverage product. The product concept was tested using traditional questions such as acceptance, relevance, uniqueness, usage situations, design, brand fit, and purchase interest.

Method

Multi-stage process combining qualitative and quantitative approaches. Initial review of product and concept acceptance in focus groups. Initial phase: evaluation and diagnosis of optimized product and concept features in focus groups. Quantitative phase: face-to-face interviews for the final evaluation of the winning concept and design, including product tasting.

Output

The concept, product, and features were optimized during an iterative process that drew on the research results. The new product was then successfully launched.