Our client, a global confectionery company, wanted to create a standardised yet flexible approach to concept testing, one that could support both quick, high-level feedback and more in-depth insights to guide their evolving product pipeline. They also aimed to build strategic insights on what drives successful new product development (NPD) by gathering and analysing metadata each year to understand the factors behind successful concepts and identify areas for future optimisation.
Streamlined testing with consistent benchmarks
We developed a structured, three-tiered testing approach, including templated surveys and a comprehensive norms database. This setup reduced time spent on design and analysis and provided reliable benchmarks. The database now includes over 200 products assessed with consistent metrics, enabling valuable cross-comparison.
Meta-analysis for strategic insight
Through a meta-analysis of concept tests, we identified success factors for 2022, highlighting white space and refining recommendations for future concepts. This approach has cut turnaround times, allowing concept testing to be delivered in as little as one week.
Broadening impact across teams
Our work has now expanded to include a wider range of product types and taste tests for key product ranges. With nearly 40 projects completed by early 2024, the process is now embraced across brand, innovation, and category teams, establishing a trusted framework for NPD success.
