Objective

Due to a planned expansion, our client required insights into how a product was perceived by Chinese consumers in terms of a range of factors including quality and taste, usage situations, pack sizes, pricing, and purchase interest. The project also tested the shelf impact in a realistic environment.

Method

During the first and second phases, we conducted qualitative focus groups to obtain views on the taste of the product as well as to review product and pack acceptance. This included home-use testing. The third phase consisted of quantitative POS interviews with buyers and interested non-buyers in shops in conjunction with the product being launched in a test market.

Output

The qualitative testing allowed us to provide recommendations on how to adapt the product recipe to what the Chinese target group expects in terms of taste. The quantitative testing provided valuable information on how to optimize the presentation of the product on the shelf.