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Introduction & Case description

How we helped a French food manufacturer in shortlisting the best product to launch with Product Concept Research

Product concept testing is an invaluable tool for companies looking to succeed with a new product or entering a new market. It helps business with clear insights on the customer preferences, attitudes, acceptability and market potential. Product market research is instrumental in eliminating lower-potential concepts and steer clear of bad decision. This research helps a company understand how customers are interacting with their product, and also their competitors’. 


A leading French food products multinational corporation wanted to expand its fresh diary product range in an existing market. The client wanted to evaluate consumer reactions and perception regarding three new product flavours and comparing them among each other, in order to come up with the top desirable flavours. The detailed objectives of the research involved understanding the

  • Likes/ dislikes on product flavour
  • Acceptability of color, aroma/ smell & appearance
  • Full diagnostics on all product sensory attributes like smell, overall & after taste, product flavour, mouthful feel, etc
  • Overall acceptability/Likeability
  • Purchase intention
  • Comparative rating between the three products tested
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Our SOlution

Quantitative Market Research

‍Quantitative central location primary research were conducted among various user groups (economic class, age, gender, etc) were conducted. The research followed Sequential Monadic Product Testing and product diagnostics were checked with the respondents to understand if the product features are at right level (acceptable level) to the respondent through JAR (Just At Right) Scale. The JAR scale allowed respondents to indicate their perception of various product attributes on a 5-point scale, ranging from “Way Too Much” (1) to “Way Too Little” (5) with “Just About Right” (3) as the ideal point. Through face-to-face interactions, respondents engaged with product prototypes and provided real-time feedback, allowing for a deeper understanding of their preferences.

Along with the primary objective, other key aspects like brand awareness & usage, product category usage and attitude, purchase behaviour etc were also understood to help the brand in their marketing effectiveness.

The results

Shedding light on the most promising product concepts

The Product Concept Research yielded invaluable insights, empowering our client to make informed decisions regarding their upcoming product launch strategy. Key outcomes of the study included:

  • Identification of Top Performing Concepts: Through comprehensive analysis of consumer feedback, we identified product concepts that resonated most strongly with the target audience. The analysis revealed a clear preference for Concept X among the three options. This concept received the highest ratings on the JAR scale, indicating it landed closest to “Just About Right” across all measured attributes.
  • Refinement Opportunities: Our research highlighted areas for refinement and optimization within certain product concepts.
  • Competitive Benchmarking: Through comparative analysis with competing products in the market, our client gained valuable insights into prevailing trends and consumer expectations.