New Product Development
A national food manufacturer sought to optimize their new product offering before going into production and locking in a marketing communications strategy.
To deepen our client's understanding of their target consumer's behavior, and to refine their knowledge of consumers' expected product usage, along with the occasions, need-states, benefits, and reactions related to specific product attributes, the traditional "product test" design was turned up a notch. Our approach not only obtained reactions to the existing product, but gathered consumer-driven recommendations to optimize the offering. Leap conducted "product development workshops," recruiting creative consumers, moms and children, to taste, use and interact with the product as they would at home.
The research revealed unexpected usage occasions, presenting opportunities for increased sales through relevant marketing communications. Moms' and kids' interactions with the product offered important insights into optimizing the development of product shape, package and name prior to introduction.