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.
Using a three-stage research approach, we were able 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.
Our approach was centred around a Choice-based Conjoint survey with market users, which allowed us to measure preference for each beverage type. The added benefit of this approach was that the output – a market simulator – can be used for years to come to simulate the effects of any changes to the portfolio. Context was a key part of this research – testing preferences in the Winter and Summer helped to structure the optimal portfolio across the year.
Subsequent stages, using qualitative research, brought to life consumer decision-making in the category. We were able to bring to life the optimal attributes for each proposition – spanning brand fit and desired features to provide clear direction to the development of current and new products.
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