Evaluating packaging design and category fit

Nestlé's confectionery team needed insights on how a new brand of chilled chocolate dessert would fit with the rest of the product category prior to launch. They approached Turquoise for support with researching the proposed packaging design concepts against brand fit. As a follow-on study, Nestlé Lactalis asked Turquoise to conduct a ‘consumer deep dive’ on the ‘indulgence’ side of their business, resulting in a segmentation of attitudes and psychology.

Methodology

A programme of qualitative market research was undertaken, incorporating depth interviews and focus groups with various market segments and stakeholders. A further programme of qualitative research was conducted to assist with communication development and exploring motivations. The result being to understand the differing consumer segments that might exist.

Outcome

The market research successfully explored general consumer attitudes towards purchasing these types of desserts. Overall, the chocolate dessert was well received, gained positive feedback and 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.

Our unique approach

The Triple Nexus™ Model

Whether we are helping food and drink businesses understand and predict customer behaviour, powering smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results across the industry.

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Know

Know what food and drink consumers think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence customer feelings and behaviours.

Validate

Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.

Predict

Our unique model allows organisations to accurately predict market and customer behaviour, helping to power genuinely forward-thinking strategy and decision making.