Our client was looking to launch a new supplement to help with Mental Clarity. After their Home Use Tests were completed, our client wanted to further explore how to optimize the product.
A subset of our original Home Use Test participants recorded how they were feeling prior to their trial of the product and then after using the product. After reviewing the videos, we selected some participants to participate in online, moderated group discussions.
Two in-market packaging options were delivered to each respondent in advance of the group discussion. Four, 60-minute sessions were conducted with three participants per session.
What We Learned
Consumers rely on various methods to help regain focus.
Most are not using supplements to improve focus but are open to the idea.
Insights to Action
While we provided specific insights on the concept, product, pricing, and packaging, here are some of the highlights:
Our client has a highly-popular international food item (a non-meat Turkish street fare) which they would like to introduce into the U.S. food market.
– Explore how consumers might use the product
– Determine how to position the product in the U.S.
– Identify any product adjustments to better fit the U.S. palate
Conduct qualitative focus group discussions with potential consumers who are open to the idea of a popular Turkish street food fare. We offered a buffet to allow sampling and pairings and looked for consumers who were “adventurous eaters” – those who have tried other international foods, such as Falafel, Gyros, Hummus, Tabbouleh, and Tar-tar.
What We Learned
Overall, the product was well-liked and generated excitement as a new flavor experience with multiple usage occasions.
Because we did not define how this food product should be consumed, we were able to explore what was interesting/desirable to US consumers, versus setting expectations as to how it is typically consumed (in other countries).
– The expected form – a dry mix – wasn’t perceived as highly desirable, but once consumers were allowed to “play with the product” new ideas were uncovered.
– Consumers also identified additional usage occasions, aside from the typical “street fare”.
The Turkish roots of the product were a highly appealing feature. And, anchoring to other established international products offers familiarity yet a sense of adventure. However – while meatless – the product should not be marketed as vegan as that label is too restrictive.