Creative Messaging & Taste Tests
"Sarah set us up with the most useful research approaches without overspending.
Sarah is always very organized, thorough and detailed in her work. She jumped right in and was ready to collaborate directly with our marketing client to advise our team as needed.
+1
year of Fractional Insights Leadership
100%
cross-team collaboration with 4 North American divisions and agency partner
Collaborative Ambition
A North American food manufacturer identified a gap in the wellness food category and set out to establish a distinctive brand and launch an innovative product.
With an agile team pursuing rapid market entry, the focus was on building a compelling brand presence and validating product appeal and messaging across the consumer segments.
Research Solutions
Serving as Head of Fractional Insights, coordinated a seamless collaboration with four brand divisions and a marketing agency partner.
Insights shaped Innovation and Marketing strategy and research implementation included positioning insights, creative tests for product name and packaging, and in-home usage taste test surveys in 3 cities in Canada & US markets.
Insights to Action
Taste Test research gathered real-time consumer feedback and validated the product's performance and resonance in the health-conscious market. The startup was able to benchmark to competition and pinpoint actionable taste parameters that drove specific product refinements.
Product naming solutions that resonated with a wellness food audience were clearly identified, pivoting the direction away from the original name concepts. A hierarchy of claims was uncovered for packaging and designs were refined with consumer feedback.
Through ongoing mentorship, all stakeholders received "voice of the consumer" feedback to enhance decision making, validate concepts, and increase market confidence ahead of launch.