Building a lasting base of information to optimise a beverage portfolio and drive growth.
15th November 2023
Walnut Unlimited
Building a lasting base of information to optimise a beverage portfolio and drive growth.
When we make choices about what to buy, the context and timing of the decision is key – particularly for categories that are bought relatively infrequently.
Humans aren’t very good at ‘putting themselves into the moment’ and so, sometimes, need a little help.
Our contextual conjoint tool uses behavioural science techniques to prime consumers by framing the task – making sure that they are in the right mindset when taking part.
That’s what we did when we helped a leading brand optimise its beverage portfolio, targeting behaviour changes in the Summer and Winter.
Because the beverages were targeted with different seasons in mind, it was important that consumers went into the research in the right mind frame. So, as part of the three-stage research programme, the quantitative phase featured our Contextual Conjoint tool. BeSci techniques were used to to frame consumers, ensuring more valid reactions to the beverage concepts.
The research programme allowed us to fully understand the motivations and barriers to choices made within the beverages category and identify the territories which would best drive forwards commercial growth for the brand through the greatest reach.
Part of the output was a market simulator tool, which our client can use to simulate the effects of any changes to its seasonal portfolio, including price changes and this meant they could identify the best drinks to bring to market during different times throughout the year.
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