Voice of the customer total category study
Situation:
For a leading beverage brand Newlogic conducted a voice of the customer total category study. The study, conducted for the brand and innovation managers, encompassed over 40 packaging samples. The results prioritized the packaging options against important market performance metrics including meeting a customer need, willingness to pay extra, brand alignment, initial impression and others.
What We Did:
Using our voice of the customer methodology, a design of experiment approach called PICMTM, we delivered a comprehensive set of specific actionable insights on customer preferences. Because the Newlogic PICM methodology allows the consumer participants to define their priority for packaging design; features, elements, brand alignment, aesthetics, performance and more, recommendations are credible and free of bias.
This study was structured in order to understand how the company's innovation funnel was addressing un-met and ill-met customer needs within a "jobs to be done" structure. The results were supported with both qualitative and statistically significant quantitative data, explaining, defending and expanding on the team's recommendations.
Results:
The total category study resulted in clear, unexpected, winners based on quantified customer excitement and qualitative feedback. By reviewing the entirety of the company's innovation funnel they gained a more nuanced and precise understanding of consumer's priorities and expectations for secondary packaging.
The project's overall data set, both qualitative and qualitative, has continued to be a key data source for the company long after the project was completed. Because of the depth and precision of the PICM methodology, this company is able to accelerate their secondary packaging innovation projects by creating product definitions based on Newlogic's PICM insights.