Situation: Another product
had been under extensive development and testing and failed during BASES.
It was important to provide a revenue stream for the lost project. New
product had to be incremental.
Insights: This product
had been introduced twice before and had failed to meet retailers'
Approach: Used Getting It!® components
of in-context, in-depth interviewing and several waves of Rapid Insight
Testing to create a strategy and product that had one of the highest
CLT/HUT scores ever found by the company. The project was completed
in less than four weeks.
Results: The product
so well connected with consumers at an emotional level
that it produced more than four times the sales predicted
by BASES. It was noted as a brilliant success during
year-end product reviews in major food trade and business
journals as well as with executives and in the annual
report. The research identified unexpressed uses of
the product that were used several years later by the company's advertising
agency to continue the product promotion.