CONSUMER INSIGHTS DRIVE NEW PRODUCTS
AT QUICK SERVICE RESTAURANT

THE CHALLENGE

A traditional quick service restaurant is looking to expand its offerings with an entirely new product. They wanted to understand not only consumer acceptance of this new product offering, but also make sure the product aligned with their brand and met consumer expectations.

OUR SOLUTION

Develop a comprehensive mixed method research study that integrates both the quantitative central location testing data with the insights and depth from qualitative focus groups.

THE RESULTS

We recruited respondents that were representative of the target consumer, meeting specific requirements regarding gender, age, quick service and fast casual restaurant visits, and product acceptors. Spencer Research used advanced analytics to gain valuable insights on key product attributes and overall liking and expectations. Peel-off focus groups were then used to dig deeper into respondents' reactions and further understand the product fit and impact on future purchase behavior.

Combing the strengths of both qualitative and quantitative research methodologies led to a more comprehensive understanding of consumer insights and provided deeper understanding of the nuances of their target audience’s preferences, experience and behaviors.