REIMAGINING A TRUSTED BRAND

THE CHALLENGE

Relaunch an existing product traditionally developed for children through a marketing shift that would target adults. 

OUR SOLUTION

Changing consumer perception.

Develop a comprehensive strategy that looks to understand multiple drivers of decision making when choosing a specific product as an adult.

As long-standing partners, we worked with our client to develop an overall strategy to understand the consumer closely, as well as broader. We began the journey with multiple focus groups, led by one of our professionally certified moderators, to understand sensory attributes, purchasing habits as well as ideal product characteristics. These discernments were the insights we needed to build a detailed Design of Experiment as the most efficient path to understand the ideal sensory profile.

A central location test was developed from the insights of the qualitative work that helped the client understand packaging preferences, overall liking and product preparation. This combination of research methodologies led to interactions that were modeled between all independent variables, helping to determine what formula would be the most desired.

THE RESULTS

Broadening consumer reach.

Armed with data and key insights, the client was able to launch a successful marketing campaign to this new targeted demographic. Through subtle product alterations, understanding the competitive landscape and ensuring acceptability, the client saw sales soar by over 50% and adult sales now make up at least half of all product sales. Spencer Research was able to help them stay nimble from a marketing perspective and position their brand to capture new markets quickly and intelligently.