THE BRIEF
A leading company aims to develop a new product category. Since the product is innovative and unfamiliar in the market, hence the client would like to assess the acceptance of the product concept idea.
OUR APPROACH
To address the client’s objectives, face to face in home interview with purposive sampling by using TAPI (Tablet Assisted Personal Interview) was conducted.
4 concepts (JA, JB, JC, JD) were evaluated using sequential monadic approach, presented in a randomized and balanced order.
Each respondent evaluated 4 concepts.
The concepts are evaluated based on 7 sights evaluation model: (1) Appealing, (2) Comprehension, (3) Credibility, (4) Uniqueness, (5) Relevancy, (6) Impact to Brand, and (7) Purchase Intension.
THE OUTPUT
Key Performance Indicator:
- •JC and JA significantly have better performance than others in key action standard (overall liking and purchase intention). Hence these 2 concepts are ready to go.
- •The top 3 reasons for liking JC are keeping the body refreshed, being sugar-free, and the orange lime flavor. For HA, the main reasons for liking are boosting body metabolism, enhancing body stamina, and generating energy.
- •While JD and JB still need some improvement both overall liking and purchase intention by increasing concept suitability as follows:
- JD: Make more suitable product benefit and create more taste variants
- JB: Make more suitable product format
Conclusion:
Our research provided the client with a clear direction to determine which concept is ready to move forward. It also helped identify the benefits perceived by consumers, as well as the improvement points of the concept.