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The drink was liked more than its concept once tasted, and lost its novelty in the same sitting
A beverage company had a concept and a formulation and wanted both read together before launch.
The same respondents rated the concept and then tasted the drink, so every movement between the two is a within-person read. Sensory diagnostics were scored against our just-right norms.
The product beat its concept on overall opinion in both markets. It also lost some of its novelty once tasted, and purchase intent slipped with it. Two fixes were named: one texture attribute, and a colour that was cueing the wrong flavour. The client changed both before launch.
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- The question
- Does the product live up to its concept, and what needs fixing before launch?
- Approach
- Central location test: concept rated, then product tasted, by the same respondents; sensory diagnostics against our norms
- Where
- Two metros, India
De-identified. Names, places and distinguishing details are generalised.
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