Case study
Three Line Extensions, One Research Project = Permission to Play?
Client/Situation
Concept testing is a key step in product development, especially when it is used to determine whether a company has “permission to play” in adjacent product categories. Our client, a leading consumer goods manufacturer in the beauty and hair care space, wanted to understand if its brand would support line extensions by testing three product concepts in three different adjacent categories.
Approach/Solution
Using online surveys, we tested each of the line extension concepts, using a very detailed graphic-depiction of the package. Each respondent evaluated two of the three concepts.
Results
Our client had strict action standards for the test. 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.