Research Objective

• The client needed to identify parameters of brand strength and understand how the brand was perceived in relation to its competition.

Scope & Methodology

• A survey was launched to measure brand awareness within the category and to capture the importance of key attributes for the category.
• Analyses included assessing the strength and importance of key drivers, and overall satisfaction. These assessments were conducted at both the global and country levels.
• The data showed that while the brand enjoyed the highest awareness in the category, it was only the third highest in terms of purchase consideration. The data also showed that the brand competed most closely with two specific brands on several key attributes.

Value Delivered

• A set of key performance indicators, including brand awareness, perceptions, and importance, was benchmarked for a set of brands in the category.
• The brand was able to make targeted improvements to the product and understand their impact on brand perceptions in relation to the competition.

Check out other food case studies

• Developing a New Nutritional Pasta Product – A survey + desk research case study
• Identifying An Optimal Set of Flavor Variants to Achieve Incremental Reach | Case Study
• Choosing a Set of Flavors to Minimize Substitutions – A food survey + data analytics case study