A strategic exploration of quality acceptance and perception in fruit retail

Identifying areas of improvement, devising effective marketing strategies, and ensuring a successful market launch.

Sensory

Innovation

Validation

Product Test

The Challenge

A reputable fruit brand faced the challenge of introducing a new fruit product to its inventory. The primary challenge was to assess the quality acceptance and perception of this new product among its diverse customer base. The goal was not only to ensure a successful market launch but also to identify areas of improvement and devise effective marketing strategies.

Our Story

In a first explorative qualitative phase, we organized two (online) focus groups to help define perception and quality acceptance. In the second phase, we organized a quantitative product test at a central location, enabling consumers to evaluate the product in real life. The product was tested in the context of a shelf and tasted, to give a 360° evaluation.

Our Shared Success

Based on this two-phased research, we provided our client with clear insights into the drivers and barriers of the key target group. Furthermore, we provided tangible recommendations on how to tailor their communication to align with customer expectations and how to introduce unique variations effectively.