NEW PRODUCT CONCEPT GENERATION AND TESTING

A major consumer food products company had its roots in food service, and had made substantial inroads into retail branded products. It wanted to continue this success through an aggressive line extention and brand differentiation strategy.

We assisted them in several ways. First, we designed and conducted home use test of key existing retail products to define market opportunites. Second, we used the attitudinal data gathered in that study as a seedbed for generating new product ideas. We led an internal product concept generation effort using the idea generation proceess we describe in the tools section of this site as a part of opportunity scanning.

RESULTS
Several new and competitively unique food product concepts were generated and later refined for follow-up concept screening testing among consumers.