Concept testing and product testing are market research study types which allow you to discover potential new ideas and identify areas for improvement, before actually turning them into products.
Our Concept Testing and Product Testing Success Stories
To learn how some of our clients have carried out Concept Testing or Product Testing studies and the results obtained thanks to the strategies implemented based on consumer insights, continue reading:
Case One: New target repositioning
In the first one, a multinational dairy product producer saw its sales hit rock bottom because of the massification of their product category and the little differentiation within it. To combat this, they decided to rethink their communication strategy and use a strategy based on supporting its ‘healthy’ brands. The company launched several U&A studies, Exploratory Phase, Concept testing and Product testing, to understand their target’s purchase intent and consumption habits, which led to the redefinition of the target and the design and launch of 2 pilot new products. This ended up giving the brand an increase of 4pp in global market penetration. Learn all about the complete Success Story.
Case two: Category consumption exploratory research
In the second one, a toothpaste brand needed to come up with new value propositions in order to hold its privileged position in the industry. To do so, the brand considered following incremental innovation strategies and relaunching or substituting existing products, and so conducted a multi-country test covering every one of its target markets to find trends and opportunities to act on. Afterwards, they launched a Concept Screening test, 4 Monadic studies and a few Packaging testing studies. Through that process, they found a tendency in their audience of adding natural remedies to their tooth care products to achieve better results. Based on this, the brand decided to launch the new product, which ended up causing +10% global annual sales. Learn all about the complete Success Story.
Case three: Brand identity renewal
The third one is about how a brand of deodorants for men, part of an FMCG multinational, realised that its market penetration was falling, impacting market share figures directly. Realising that consumers considered it to be traditional and old-fashioned, the brand’s main goal was to find a brand image that attracted its current clients. The brand came up with 3 different brand identity proposals which it tested via a multicountry study measuring:
- Originality and innovation, to find out if it’s completely innovative.
- Likeability. Do consumers love it and what exactly grabs their attention?
- Branding. Consumer association of the visual elements (logo, typography, packaging).
- Purchase intent. Consumer willingness to buy the product and try it.
- Customer satisfaction. Is the product everything consumers expected?
As the new proposals were not well received by consumers, the brand launched the third study and found out that each option had a high-ranking element, so it decided to combine them into a single proposal. The launch had a positive impact, leading to +8% rotation and sales in comparison to previous product launches. Learn all about the complete Success Story.
To learn more about Zinklar’s market research Success Stories, visit our page and learn how we helped world-class brands reach the next level and place the consumer at the centre of their organizations.