Home · Work · New product development
All four purifier concepts cleared the launch gate; forced choice and price testing picked the one to launch
A new entrant to water purifiers had four concepts at four price tiers and one launch slot.
Three hundred users and intenders across ten cities saw all four concepts in rotation. Likeability, forced preference and willingness to pay were measured in one interview.
All four cleared the launch gate on likeability, which on its own would have given the client four green lights and no answer. Forced choice gave the answer: one concept took nearly half of all votes, more than twice the next, and held that lead in every city and demographic. Price testing found headroom at every tier; we advised against using it in year one, when penetration matters more than margin. The client launched the winning concept at its tested price.
Curious to know more? Write to us and we will take you through this case, and others like it, in depth. projects@bigbluebanyan.com
- The question
- Which of four water purifier concepts should a new entrant launch, and at what price?
- Approach
- Face-to-face sequential monadic with rotation; forced preference; price sensitivity on each concept at its own price
- Where
- Ten cities, India
De-identified. Names, places and distinguishing details are generalised.
Related studies
Mothers bought the logic of stage-wise nutrition for children; two words on the board and trust in a new maker were the hurdles
A new entrant's children's supplement concept, tested with mothers in two metros. The idea landed; two words and an unfamiliar maker were the hurdles. The board was rewritten and the lead format chosen.
Mothers rated a children's drink concept highly; the implicit read showed it was missing the one association that moves the category
A children's drink concept scored 95 per cent excellent-or-good with mothers. Response-time measures showed the claim was aimed at the wrong association. The concept was re-aimed before launch.
The drink was liked more than its concept once tasted, and lost its novelty in the same sitting
Concept first, product second, same respondents. The drink beat its concept and lost some novelty in the same sitting. Two fixes named and made before launch.
Have a similar question?
Tell us the decision behind it. A senior researcher replies quickly with what it would take.