The client’s confectionery team responsible for this brand wished to check how a new brand of chilled chocolate dessert would fit with the rest of the product category prior to launch. There was also a need to check the proposed packaging design concepts against brand fit, to establish, which if any, met the needs more closely. Turquoise was commissioned to conduct the food packaging market research.
- To evaluate how the proposed new packaging concepts for the new chocolate dessert met the brand needs
- To assess which pack concept met the needs of the chocolate brand best
A programme of qualitative market research was undertaken, incorporating depth interviews and focus groups.
Overall, the chocolate dessert was well received and gained positive feedback. The launch of a new branded chocolate dessert was perceived to have a positive effect upon the brand. As a result, there were core values that came out of the research that could be transferred to any chocolate dessert within the brand and across all packs.
The psychology of desserts
This chilled dairy manufacturer have a range of dairy desserts including chocolate based desserts and ‘white indulgent’ yoghurt desserts. As a follow on study, Nestle Lactalis were keen to conduct a ‘consumer deep dive’ on the ‘indulgence’ side of their business, resulting in a segmentation of attitudes and psychology. Turquoise was commissioned to conduct market research looking at the psychology of consumers when it comes to the dairy dessert market and how this affects perceptions, usage and purchase of such products.
A further programme of qualitative research was conducted incorporating Turquoise’ proprietary research methodology – System DNA – which was utilised to assist with communication development and exploring motivations. The result being to understand the differing consumer segments that might exist.
The market research successfully explored general attitudes towards consumers purchasing these types of products and also the beliefs and myths surrounding these products. Key insights were that indulgences provides people with experimental enjoyment, satisfying both psychological and physiological needs that necessities may not meet.