Is This Unique Enough? Turning Failure into Success

A major CPG company wanted to create a new breakfast product to expand the categories they were in. They’d previously tried a “me too” type of product and failed badly. They sought an early-stage method that would allow them to find the right niche. They needed to understand preferences in five markets across four continents and they needed an answer quickly to ensure the development process was not slowed down.

TRC recommended a robust conjoint analysis study that considered brand, price, claims (nutritional and otherwise), specific ingredient choices as well as product characteristics (such as sweetness). The conjoint design allowed us to find an optimal product across all markets as well as market specific variations.

The TRC simulator also allowed the product design to be tweaked as considerations such as sourcing of ingredients and other production related issues arose.

Optimal Product, Not a ‘Me Too’

• Optimal product was both different from others on the market and fully aligned with the brand’s image
• Simulations of a “me too” product indicated it would fail
• It was successfully launched and remains a key part of our client’s overall breakfast offerings