Accelerated Cookie Optimization
Case Study
M/A/R/C® dramatically accelerates our client’s process for introducing a new cookie
The Challenge
A worldwide leader in snack products wanted to introduce a new filled cookie - a departure from their current portfolio. Quickly closing their insight gaps was imperative to ensure the appropriate feature focus in the development and optimization process. Additionally, direction for crafting a compelling positioning story was needed.
Our client turned to us to:
- Understand consumer preferences for various possible cookie elements
- Determine which combination of elements was most effective in creating interest
- Pinpoint most appealing positioning and refine messaging
The Solution
M/A/R/C® Accelerated Solutions offered the clarity and speed required at a practical value.
Accelerated Choice
Identify appeal of possible key feature combinations (filling type, cookie flavor, shape) with strongest ability to drive purchase
Rapid Results Concept Test
Assess several distinct messaging concepts to home in on a unique positioning that delivered the best activation for in-market success
The Result
M/A/R/C®’s predictive Accelerated Choice solution clearly defined consumers’ preferences for key components and quantified in-market potential for all possible combinations. Equipped with an optimized line, multiple possible positioning options were evaluated with Rapid Results concept test to single out the most persuasive and differentiated brand story for this highly competitive category. All insights were delivered in just over two weeks.