Recent work - Range Development & Product innovation
Date Published: 25-01-2010
Qualitative Research: Range Development & Product Innovation: 'Let them eat cake!'
The brief
A major high street café chain was looking to expand the range of cakes that they tempted their customers with. They had some new ideas but wanted to know how they fitted with customers’ ideas of what was appropriate for a ‘cake moment’ in one of their outlets; that the products met expectations and if the new range would attract new customers.
A major high street café chain was looking to expand the range of cakes that they tempted their customers with. They had some new ideas but wanted to know how they fitted with customers’ ideas of what was appropriate for a ‘cake moment’ in one of their outlets; that the products met expectations and if the new range would attract new customers.
Mimosa’s approach
Mimosa conducted a series of pre-recruited depth interviews in an in-store location (which meant that respondents were responding to the proposition in a true to life scenario). Within each interview Mimosa dug deep into the mindset of the customers to understand the thought process that got them buying cakes alongside a beverage and then let each of the respondents try the new products so that reactions could be gathered.
Mimosa conducted a series of pre-recruited depth interviews in an in-store location (which meant that respondents were responding to the proposition in a true to life scenario). Within each interview Mimosa dug deep into the mindset of the customers to understand the thought process that got them buying cakes alongside a beverage and then let each of the respondents try the new products so that reactions could be gathered.
The findings
Mimosa clearly illustrated to the client how their customers were thinking about the brand and what would make their ideal cake moment. Recommendations were made on each of the cakes tested and a core range was suggested on the basis of the research. This meant that the client could confidently proceed with their plans to launch the new cake products having heard what their target market thought of the new initiative.
Mimosa clearly illustrated to the client how their customers were thinking about the brand and what would make their ideal cake moment. Recommendations were made on each of the cakes tested and a core range was suggested on the basis of the research. This meant that the client could confidently proceed with their plans to launch the new cake products having heard what their target market thought of the new initiative.
