Taste Test for New Product Developement

SITUATION

A leading coffee brand wanted to roll out a new coffee beverage based on an old favorite.

PROBLEM

The coffee drink needed to be lower in calorie and less in carbohydrates. They also wanted to find a name that would be attractive to consumers with this new profile.

SOLUTION

We conducted a taste test with 120 consumers, and 7 focus groups with consumers who met the study qualifications to gain insight of the product and to discover a name would fit the concept. After reviewing a product concept, respondents were asked a series of questions for likeness and purchase intent based on the description. Then the respondents were asked to sample the product and answer survey questions about overall taste and several product attributes. Several names were also tested to see if any were appropriate.

BENEFITS

This product was found to be acceptable to consumers with this new profile and consumers were positive to purchase this new beverage. A name was also chosen that clearly represented the product.

For more information, contact Steve Escoe at 818-986-6600 or [email protected].