EVALUATE

Test and Refine

Brands need constant attention and refinement to stay relevant.

The best strategy is knowing how positioning, communications, pricing, and UX can combine to create the ideal brand experience.

Insight to optimize your brand story

W5 captures reactions to product and messaging concepts to ensure they both resonate with your audience and align with your business goals. This supports a human-centered approach to turning your ideas into the ads they see, the experiences they have online and in stores, and the products they buy.

CASE STUDY

Leveraging Insights to Inform a Product Extension Launch

A beloved international CPG brand partnered with W5 to explore launch strategies for a new product. Research was needed to uncover how best to optimize visibility, leverage established brand awareness, and prove differentiation among competitor offerings from positioning to pricing to packaging.

Approach

W5 started with a custom survey to identify the ideal target audience for the new product, then used the audience specifications (demographics, psychographics, etc.) to recruit participants for qualitative research that would reveal category attitudes, identify consumption behaviors, and assess reactions to product concepts.

The qualitative discussions illuminated benefits and drawbacks and explored key needs for aisle placement, packaging appearance, messaging, and product positioning. Learnings were validated with a follow-up survey to test adjusted concepts and explore pricing and positioning strategies to inform a winning concept.

Results

The research revealed high interest in the brand’s new product as well as potential market gaps the new product could address. The agile and iterative research design provided the opportunity to build actionable learnings at each research stage, allowing the client to ideate new solutions and adjust the concept and potential positioning strategies until a winner emerged.