From the Lab to the Fridge
“Concept Lab” for yogurt drinks
An international dairy product manufacturer wanted to test a variety of product ideas on segments of their target group, in order to identify and optimize the idea with the most growth potential. GIM’s week-long, qualitative “Concept Lab” was the research solution which delivered the client the concept idea mostly likely to succeed.
The client had developed a number of individual ideas for seven different product directions. These ideas were to be tested on different target groups and developed further accordingly. Among other things, it was important to evaluate opinion of the general product idea as well as the individual criteria like packaging or taste.
GIM suggested a sequential “Concept Lab” – the basic, methodical, tried-and-tested approach to market research. Members of the target market discussed and evaluated the concept ideas in a focus group. After the discussion or where appropriate, during, the client and GIM together optimized the concept further (“Lab-Character”). At the end, those ideas which achieved the highest acceptance were identified. They formed the basis of the next phase of optimization for the client’s Research & Development department.
The “Concept Lab” ran over the course of seven days, where a three-and-a-half hour focus group was conducted on a daily basis. Over these seven days in various focus groups, over 120 people discussed the various product ideas. Each day was devoted to a specific combination of directions, with the respective concept ideas, packaging and product testing.
The product directions addressed various areas, e.g. “Pick-Me-Up” etc. The composition of the focus groups varied according to the product direction. Due to the specific combinations of the concept direction within the focus group, it was possible to compare and contrast the end-user’s reaction to all the different directions.
The content and course of the group discussions themselves were very homogenous. Alongside general acceptance and understanding of every concept, the test group evaluated its strengths and weaknesses, its uniqueness or its fit within the brand. There was particular focus on any potential new usage-situations and packaging. In addition, the product was tasted in order to be evaluated and the resulting feedback could be used to influence any further development of the concept.
A professional illustrator was present at all of the focus groups and developed and sketched ideas on which the test group as well as the client team could comment. The illustrations were used to document ideas and also for the Research & Development department to use as development material.
A week-long “Concept Lab” armed the client with enough information to differentiate between product ideas with no chance of success from those with the potential for development. GIM provided the client with a sound platform from which to further optimize promising ideas and conduct quantitative research.