Guide Brand and Product Development

A leading food and beverage company partnered with W5 to explore consumer perceptions of a new line of snack products for young children. By combining qualitative and quantitative research, W5 provided insights to inform branding, packaging, messaging, and retail strategy.

Approach

W5 conducted two phases of research. The first involved qualitative research with parents of children aged 2-5, including a multi-day online discussion and in-depth parent-child interviews. This phase evaluated brand and packaging appeal, character and mascot effectiveness, and competitive positioning. Building on these insights, W5 conducted a quantitative online survey with parents identified as health-conscious shoppers to validate product concepts. The survey measured purchase likelihood, perceived uniqueness, packaging effectiveness, and category fit, ensuring data-backed recommendations for product positioning.  

Results

Findings confirmed strong consumer interest and alignment with brand values, reinforcing the product’s potential for market success. Parents responded positively to the product’s positioning and design, while also highlighting opportunities to improve messaging and optimize retail placement. Based on these insights, W5 delivered strategic recommendations to refine communication, emphasize nutritional benefits, and enhance product visibility. These findings are now informing the brand’s go-to-market strategy, packaging design, and overall consumer communication for the launch.