Product Concept Test

Lab42 asked snack enthusiasts which new flavors of nuts they would be most interested purchasing.

• Client: Strategy consultant whose client has a nationally recognized brand of snack foods
• Target Market: Individuals aged 18 – 45 who purchase a specific type of snack food product
• Number of Respondents: 800

Problem 

The client came to Lab42 with a list of 12 new flavor themes for their client’s launch of a specialty version of their classic offerings. Because 12 new flavor themes with three flavors each was too many, they were looking for an efficient way to narrow the potential flavors down into a more manageable list. 

Solution 

Because there were so many potential flavors to test (42 in all), Lab42 helped the consultants create two separate surveys, which allowed half of the respondents to view and rate 18 concepts, and the other half of the respondents viewed and ranked the remaining 18 concepts. We created the surveys with "purchase intent" in mind, so the majority of the questions were built around the likelihood that the respondent would purchase the product based on the flavor.

Results

Within three days, Lab42 was able to obtain survey responses from 800 qualified respondents. We then summarized the data based on the overall preference rating of flavor themes, the top 15 flavors, and an overview of all flavors. Our client was able to then create a report with suggestions on which flavors to move forward with and confidently delivered this to the end client.