Identifying Beverage Shoppers’ Pain Points and Delighters

Identifying Beverage Shoppers’ Pain Points and Delighters

overview To successfully meet business objectives, it’s imperative that brands have a thorough understanding of their customers, including differences among segments. Brands must understand what consumers want, how they use products, and how they shop. Additionally, they must be able to anticipate pain points that potentially drive shoppers away throughout the shopping journey and develop…

Finding the Perfect Brand Story with Qualitative Concept Testing

Finding the Perfect Brand Story with Qualitative Concept Testing

overview An established food manufacturer was looking to contemporize its strategic brand story to reach a new generation of shoppers, while also appealing to their current core consumers. C+R developed a two-phase qualitative research program to identify which of two concepts under consideration would most help the client modernize their brand story while also resonating…

Using Concept Testing to Identify Optimal SKU Assortment of Children’s Training Pants

Using Concept Testing to Identify Optimal SKU Assortment of Children’s Training Pants

overview A personal care manufacturer had to cut its current assortment of child training pants in half to meet a retail partner’s demands. To do this, they needed to understand which of several proposed scenarios would most appeal to shoppers. C+R developed an online survey with a discrete choice exercise to help the brand determine…