marketing-consulting Case Study
Three Line Extensions, One Research Project = Permission to Play?
The Client's Situation
Our client, a leading consumer goods manufacturer in the beauty and hair care space, needed to determine whether or not it has “permission to play” in adjacent product categories.
The Campaign
Our client wanted to understand if its brand would support line extensions by testing three product concepts in three different adjacent categories.
Approach + Solution
All product concepts targeted women, ages 18 and older, and product category usage was not a requirement for study participation. Each respondent evaluated two of the three concepts.
Results
In order to pass the action standard, attractive concepts would achieve purchase interest ratings of 30% or higher for the top two box measurement, and would achieve uniqueness ratings of 40% or higher in the top two boxes measurement. Two of the three concepts reached these goals and moved to further development; the third failed to reach the action standards and was dropped.