Primary: Determine influence of new package design on maintaining current brand users and gain market share from competitive brand users.
Current Brand Users: Brand image, primary reasons for purchase, new package and logo design preference, and influence on future purchases.
Competitive Brand Users: Brand awareness and image, primary reasons for purchase of current brand, product preference after blind taste test, package design preference, and influence on future purchases.
Blind Home Use Test/Online Evaluation by Competitive Users followed by Qualitative Focus Groups with Both Segments
Competitive brand users sent product to test at home and complete an online sensory attribute test survey prior to the groups. Focus groups were conducted to develop insights regarding brand image and awareness and product evaluations. Prototype package designs were tested against current design and competitive brand design for preferences and impact on future purchase decisions.