Multifaceted and varied

From yoghurt to finished meals, from facial cream to energy drink, from coffee maker to vacuum cleaner…

A few examples from our daily work…

Case
Benefit mapping for chocolate bars

Summary

A global manufacturer of sweet snacks wanted to strengthen the profile of its "flag ships". Until now, the marketing communication successfully marketed the product as a "bar which is good for delivering new energy when hungry". The goal was to rework this bar "as a whole" in a way so that the product core also optimally supports the promised benefit when consumed.

Procedure and methods used

  • Design of experiments (DoE): joint development of possible variation parameters in recipe. Derivation of 12 systematically varied prototypes for the following test.
  • Descriptive analysis: comprehensive determination of objective perception impressions with our isi AllroundPanel.
  • Consumer test: online-based isi HomeUseTesting in 5 countries in Europe, handling all logistics. Hedonic rating of bars and measurement of spontaneous associations and perceived usage dimensions using isi ImplicitTesting.
  • Drivers of Benefit analysis: determination of which variation parameters of the recipe and which objective perception impressions are "relevant" for the marketing positioning from the consumer perspective.
  • Result: a firm, tough texture and a higher amount of caramel and peanuts lead to a prolonged consumption experience of consumers who thus view the bar as especially "sating".

Case
External implementation of descriptive analysis of a world-wide corporation

Summary

One of the largest FMCG providers in the world wanted to increase his efficiency and flexibility in the area of descriptive analysis. Panels in more than 10 product categories were placed in the hands of external providers, test protocols queried, and performance indicators harmonized.

isi prevailed in a multi-step pitch and since then has been managing the majority of these panels.

Services provided

  • Recruiting and training of 8 descriptive panels in 6 months
  • Construction of a complete test center incl. sensory lab in order to meet the requirements of our customer optimally. Duration: 3 months
  • Intensive communication with the Steering Committee of our customer and the affected departments. Not only were test protocols harmonized but also communication paths planned and fears allayed.

Since then extremely close and trusting cooperation with more than 800 panel sessions per year and high customer satisfaction.

Case
Roll-out of energy drink into German market

Summary

An international beverage producer wanted to roll out an energy drink in the German market. Basic questions had remained unanswered: category understanding and psychological purchase and usage motives, target group description and segmentation, marketing concept development, determination of optimal can design, determination of optimal range from various flavors…

From the beginning, isi accompanied this process and made a significant contribution to making this product a great success.

Employed methods

  • Qualitative in-depth interviews & focus groups to analyze basic purchase and usage motives
  • Representative online study on understanding of brand perceptions and different consumer segments
  • Focus groups & quantitative concept tests to optimize marketing concept
  • Concept & use tests in our isi SensoryLabs to determine the optimal product range

Case
Development of industrial design framework in entertainment electronics field

Summary

The product portfolio of a producer of entertainment electronics was to be systematically aligned to the design preferences of consumers. The challenge: identify, describe, and structure the relevant design subjects as well as determine the market potential of the different design directions. A design-based consumer segmentation was to enable the customer to develop integrated marketing concepts around the designs.

Together with a strategic industrial design partner, isi accompanied the entire process in 4 core markets. The project was acknowledged as "Research Initiative of the Year" by the customer.

Process & employed methods

  • Design trend research and design expert interviews
  • A total of 24 qualitative consumer workshops
  • Representative online survey among 2,000 consumers
  • Results summary and development of a set of planning and communication tools which make it possible to use the insights optimally in the customer's processes
  • Design and print of a 'design magazine' (in cooperation with illustrators and copy writers) to communicate key insights to the top management

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