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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.

E2E Research Case Study

 

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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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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