Guide Product Launch Strategies

A major CPG brand was preparing to launch a CBD product through its innovation arm but lacked consumer insight in this emerging category. Following prior qualitative exploratory research, the client needed to assess consumers’ attitudes and behaviors regarding a variety of CBD products and brands to understand the drivers and motivators that lead to growing consumer interest and purchase in this space.

APPROACH

W5 conducted a robust consumer attitudes and usage survey among both established and interested CBD product consumers. W5 asked a comprehensive set of custom behavioral, attitudinal, and driver questions to understand consumers’ entry into the category, trial of CBD brands and products, identify perceived category challenges and barriers, and understand purchase decisions.

RESULTS

W5 developed a powerful foundation of CBD consumer insights, including strategic opportunities for the client’s current product while also informing future category innovation. As the insights reflected behaviors and interest of both current/past CBD users and those interested and dabbling in the category, the research will guide the client in future product development, marketing, claims and benefits messaging, and communications tactics.