MMR designed research that combined sensory-based Liking SegmentationTM with product optimization. 300
consumers tested the leading brands and several prototypes that pushed out to
the edges of the category’s sensory profile. The prototypes and a niche brand
drove four 'unrealized' Liking Segments, each with distinct flavor and/or texture preferences. A
second Liking Segmentation was also developed using only in-market products
defined four 'actual' market segments. TURF Analysis revealed an optimal
product portfolio, satisfying the widest range of sensory preferences with the
smallest number of SKUs.
Based on the two Liking Segmentations and TURF Analysis, MMR recommended that the client
bring two prototypes to market as flankers for their flagship brand. Minor
reformulations were suggested to address specific segments.
The client suspected that some
underlying market segments were not addressed by their broadly targeted,
market-leading product. Armed with these research results, they are now focused
on capturing the bulk of previously ignored consumers with only two additional
Prototypes are currently being reformulated.