REAL Foundation (Mobile) Foundational Category Learning for Redesign
The Challenge
A premium meal and spice manufacturer wanted to get foundational learnings across their different categories to guide an entire portfolio brand redesign. They turned to us to learn:
- Understand how consumers shop the spice set.
- Why do they go to the spice set?
- What do they look for?
- How do they navigate the set?
- What are their challenges?
- Do they go to the shelf for a specific product, or are they browsing when they go to the shelf? What are the brand’s packaging core equities specific to each category?
Our Approach
We conducted research via online mobiles and a virtual study.
We conducted research via online mobiles to cost-effectively get nationwide representation in specific retailers of the various category users.
- Live 30-45 min. interview with a REAL Insight moderator.
- Utilized streaming video as they walked through the store.
- Client observed from the backroom.
The focus was on how our client’s users currently shop key categories and their reaction to the existing communication hierarchy and elements.
To gain insights into redesign potential, we conducted a virtual study. For the redesign portion, our client wanted to test early-stage designs without mockups. Therefore, we decided to conduct a virtual study.
- Gathered insights online using images and questions.
- Dug into consumer’s thoughts and impressions.
Mobile Interviews
We know that getting in-person is not always feasible; we offer Mobile Interviews to talk with a real consumer face-to-face through our Recollective platform. We can talk to consumers as they are shopping a store on their own and they narrate the process for us.
Virtual Study
We can do some of our methodologies virtually when it isn’t feasible to get in-person potentially due to retailer restrictions, mockup unavailability, or limited travel budgets.
Key Findings & Actionable Insights
Key insights for the brand showed that there was inconsistent brand recognition, the spices were excelling at-shelf, and their other products needed some optimization.
Our implications centered around package communication. We recommended that the brand create a consistent line, increase taste appeal in their products, and replicate what is working for their brand in the spice category.
Outcome
Our client used our recommendations and sales continued to steadily increase. They were able to use the research as a value-add to their key retailer relationship.
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