NON-TRADITIONAL FLAVORS AND BRANDING
SPARK INTEREST IN YOUNG CONSUMERS WITH TRADITIONAL BRAND

THE CHALLENGE

Determine consumer interest and liking in new, creative concepts from an iconic brand and selecting winning prototypes.

OUR SOLUTION

Identify desired target audience’s interest in not only the taste of the new products, but the overall concept as well. To do this Spencer Research recruited, screened, and conducted central location tests with teens (aged 13-16 years old) from multiple locations across North America, Europe and Asia. 

THE RESULTS

The client’s overall strategy to launch concepts that blend new flavors, designs, and cultural connections could only be achieved through advanced analysis of consumer insights from the right audience. Spencer Research aligned with the client's creative team to build the precise strategy that would capture real-world insights and identify the key product attributes that would bring the concept to life. This research expanded their creative portfolio with multiple new product launches and helped support their innovation growth strategy. Innovation contributed approximately 30% of the gross profit growth for this client that year.