REAL Optimization: Breakthrough innovation and category placement
The Challenge
A well-known snack brand had an innovative new product and they were seeking guidance on where to merchandise it. They chose us because our in-context REAL Optimization allows us to capture the authentic shopper mindset and behavior. These were their questions:
- Breakthrough at shelf in two categories.
- What are the system 1/initial impressions?
- Does the preferred package design help shoppers understand the innovative new product and set the right expectations?
- How well does this packaging communicate that it is what it says it is.
- Appeal of the packaging at shelf and whether it’s different/similar depending on where it’s shelved.
- What are the business implications of placing the winning design in each context – and suggested changes if any.
REAL Optimization
Our strongest methodology for qualitative research. It can be done in-person or online. We talk to both pre-recruited and intercepted shoppers. REAL Optimization will help you learn about noticeability through our breakthrough methodology, FMoT, concept understanding & appeal, key messages, specific design elements, and consumer mindset.
System 1
System 1 is a critical piece to REAL Insight’s methodology. It is the brain’s fast, automatic, intuitive approach – and actually the majority of where a human spends their brain power each day. Capturing System 1 allows us to analyze our consumers understanding and want for your product or service.
Our Approach
To understand which placement would be most successful, we placed test packaging in each category. We then observed shopping behavior and conducted in-store interviews to gain insights.
FMoT
FMoT or First Moment of Truth is the initial reaction we capture when a consumer interacts with a product or service. This happens within 3-7 seconds of the shopper first interacting with the product or service.
Key Findings & Actionable Insights
From our study, the brand learned that their new product would work harder if it was shelved with the new category, away from the parent brand. The category was critical to setting product expectations and quick concept understanding which is best understood in context as mentioned above. Additionally, the brand was strong enough to break through in this new category. We were able to confirm these findings with both brand loyalists and shoppers of both categories.
In addition to the placement insights, we were able to uncover some key needs to optimize the product packaging to better communicate more specific product expectations.
Outcome
Our client chose to implement the recommendations for placement but only made some tweaks to the design. Additionally, there were significant evolutions to the footprint and pricing of the launched product from what was tested in-store. The optimized design did not seem to do enough to convey concept understanding.
The product has struggled to gain traction since launch. Prior to launch our research was the only data point that illuminated some meaningful concerns. As a result, the brand team are stronger believers in REAL Insight’s approach. Getting a TPO just right, even with a well-established brand is always hard. It is important to ensure in-context learning is iterative when evolutions to the packaging and TPO continue to take place.
How Can We Help?
REAL Insight is an in-context insights agency that empowers brands to win at-shelf. We leverage our Win At-Shelf Framework™ to help brands position themselves optimally and reap the benefits of excellent first moment of truth execution.
- Brand & Package Design
- Shopper Insights & Empathy
- Innovation exploration
- Consumer Intuition Building