Developing Concept Testing Insights 

The Challenge

A national yogurt brand with more than 200 flavors, wanted to identify customer reactions to new concepts that were being launched initially in test markets prior to a national rollout. The company also wanted to test shopper reactions to its concepts as well as planograms, packaging, and shelf layouts to identify customer acceptance and desired improvements.

The Solution

Gold Research devised an effort that:

• Leveraged iGoldSMART™ – our proprietary store intercept, on-site survey, and in-store audit solution, to gather real-time reactions from shoppers as they experienced the new concepts in 20 retail stores nationwide.
• Allowed the company to access shopper feedback in real-time i.e. as it was being provided.
• Successfully gathered real-time data from all stores – 60% in areas with no internet.
• Enabled the company to view shopper reactions and preferences, including in-store pictures, across all locations concurrently.

The Results

Results from this effort were leveraged by the company to:

• successfully test all concepts in-store and determine winners in a matter of days
• identify improvements desired by shoppers in the concept packaging, layout and pricing
• expand in markets where tested concepts were a “hit”
• track on distribution post-launch with a nationwide in-store audit program also conducted by Gold Research, Inc.