Guiding the Development of a Category Game Changer
Challenge
A global leader of pet products wanted to introduce a new highly effective, premium flea & tick preventative. The new product offered superior efficacy and duration. However, there was concern about whether the new product could overcome persistent negative perceptions for the subcategory and attract a viable and sustainable customer base.
Our client turned to us to:
- Determine levers to change consumer perceptions
- Identify the most appealing positioning
- Quantify volumetric opportunity and incremental sales
- Establish optimal price point
- Profile future customers for effective targeting
Approach
Both qualitative and quantitative concept testing was conducted among pet parents to gauge reception to the new idea and refine the proposition. M/A/R/C®’s proprietary forecasting solution, ASSESSOR®, was then paired with Choice-Based Conjoint to efficiently quantify the business opportunity across the full range of possible scenarios.
- In-Person Focus Groups
- Rapid Results Concept Test
- ASSESSOR® Forecasting + Choice
Outcome
- Qualitative consumer feedback, along with Rapid Results insights, confirmed the viability of several unique positionings.
- Based on results from the in-depth ASSESSOR® + Choice-Based Conjoint evaluation, M/A/R/C® established a roadmap to alleviate consumers’ concerns, facilitate trial, and establish sustained usage.
- The product was successfully launched and achieved sales consistent with the ASSESSOR® forecast. Today, this product is one of our client’s top-performing brands.