Research Objective

• A top food company wanted to identify the optimal set of soup flavors for incremental reach. They needed to prevent confusion from creating too many flavors while also preventing brand disloyalty from creating too few flavors.

Scope & Methodology

• A survey with a wide range of product attributes was designed. The optimum number of items per set, sets per participant, and number of versions was decided.
• Based on a MaxDiff analysis, the share of preferences for each potential set of flavors was identified.
• In addition, the TURF analysis identified the maximum reach for each set of flavors.

Value Delivered

• The client was able to understand how many customers would prefer each set of flavors, as well as how large the market could be for each set of flavors. They were also able to identify the incremental reach associated with each set of soup flavors.

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