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Understanding Teenage Needs, Lifestyles, and Communication | An Online Community Case Study
By E2E Research | October 12, 2021

Research Objective

  • A globally renowned FMCG company wished to better understand their teenage customer segment in order to create a product that resonated with and matched their lifestyle

 

Scope & Methodology

  • A long-term online community was designed to incorporate various activities over several months
  • It included ad-hoc questions in bulletin board discussions, co-creation with the teenagers about a new product name that would resonate with their peers, and a test of communication strategies

Value Delivered

  • The FMCG company was able to fully understand their target consumers’ lifestyles, how they spend their free time, what is important and what motivates them, as well as the language they speak.
  • The insights put the company on the right path to making decisions when it came to their brand.

 

 

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Ensuring Optimal Inventory with SKU-Level Demand Forecasting | A CPG Business Intelligence Case Study
By E2E Research | August 3, 2021

Research Objective

  • A US-based manufacturer of personalized gift items with markets in more than 10 countries across North America, Europe and Middle East needed SKU-level demand forecasting to ensure all orders are met while maintaining optimal inventories.
  • Over 3000 SKUs across 8 product platforms with a 3-month lead time needed to be tracked.

 

Scope & Methodology

  • A framework was developed to accommodate weekly re-forecasts based on SKU-level actuals-to-date for repeat customers, varied product platforms, new products, etc.
  • It was designed to learn from historical trends and project future demand.
  • A weekly ‘Early Warning System’ to predict excess and stock-outs was also built.

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Value Delivered

  • The forecasting tool helped reduce obsolete inventory at the end of the year which freed up working capital and reduced waste.
  • It also reduced ‘out-of-stock’ rates leading to increased customer satisfaction and revenue, in part due to preventing unnecessary attrition.

 

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Modeling a Consumer Response Hierarchy to Guide Brand Strategy | A CPG Survey Case Study
By E2E Research | June 22, 2021

Research Objective

  • A personal care Brand Manager needed to re-define their communication strategy to further enhance their brand equity.
  • They needed to understand the best way to improve brand equity among their target consumers.

 

Scope & Methodology

  • Based on survey data, Structural Equation Modelling (SEM) was used to understand key equity themes in the category and the consumer importance hierarchy.
  • We then identified which brands in the market owned the key equity themes and were most relevant to consumers.

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Value Delivered

  • The model gave the brand manager a clear sense of how to:
    • Fine-tune communication strategies and differentiate themselves vs the competition
    • Identify the most desired product attributes
    • Optimize the brand portfolio to promote consumer relevance & response.

 

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Improving Operational Effectiveness at a CPG Company | A Retail B2B Case Study
By E2E Research | June 10, 2021

Research Objective

  • An FMCG client needed to assess the operations and revenue effectiveness across their company. They needed to evaluate their key performance indicators and understand their organizational maturity.

 

Scope & Methodology

  • An online questionnaire was launched to 500 business leaders to measure the KPIs and derive the stages of organizational maturity.
  • The analysis showed that about 72% of leaders expressed some governance and control of global operation while 42% described some local office independence. 30% are strongly controlled at headquarters with no local independence.
  • For operational maturity, about 80% showed high levels of maturity by deploying technology, extensive automation, dedicated roles in operations, and using AI in delivering services. Top success criteria included: Improved brand/customer engagement, staff efficiency, and agility. The success criteria “improved brand/customer engagement” is considered most important for content strategy.

 

Value Delivered

  • The client was able to better understand their operational effectiveness as well as their organizational maturity. As a result of the research, they identified operational areas needing improvement.

 

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Fine-Tuning New Personal Care Products with Sensory Tests and JAR Analysis | A CPG Case Study
By E2E Research | June 2, 2021

Research Objective

  • A personal care client developing a new product needed to understand the ‘must have’ attributes of their product.
  • Specifically, they needed to know whether to dial up or down the scent, consistency, and dispersal amount to achieve the optimum level of each attribute.

 

Scope & Methodology

  • After testing three product variants, participants rated the intensity of several attributes – how did it compare to being “Just About Right”
  • 5 point scale ratings were converted to 3 point scales and mean likeability scores were calculated for each attribute followed by mean drop scores for the off-limit groups.

 

Value Delivered

  • The product development team was able to understand which product features of the three variants were more and less desirable, and were able to adjust the thickness and scent strength appropriately to improve likability of the product.

 

 

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Choosing A Set of Flavors To Minimize Substitutions and Cannibalization | A CPG Cluster Analysis Case Study
By E2E Research | May 11, 2021

Research Objective

  • A top retail food chain wanted to understand consumer product substitutions in order to prevent potential cannibalization in sales.

 

Scope & Methodology

  • A survey was designed to gather consumer perceptions of multiple product flavors.
  • Hierarchical Cluster Analysis/segmentation was conducted using the following process:
    • Identify data requirements and build a survey designed for a cluster analysis
    • Identify product sets with 2, 3, or 4 flavors along with their potential substitutions
    • Map purchase intent for product flavors to understand the impact of substitution

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    Value Delivered

    • The results showed that certain sets of flavors were less likely to lead to substitutions and cannibalization. The client was able to choose a set of flavors where consumers would be more likely to use more flavors and remain loyal to the brand.

     

     

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