Case Study: a large consumer-packaged goods company achieves stronger incremental sales growth with Decision Analyst's concept testing

Large Consumer-packaged Goods Company validates two product concepts with Decision Analyst in a 600-respondent study

A large consumer-packaged goods company, a leading producer of automotive aftermarket fluids, faced a challenge when a national retailer refused to carry a derivative of its top-selling product. The company needed to decide whether to reformulate and relabel its existing product or create an all-new sister product to capture a new market segment without alienating its traditional customer base. They enlisted Decision Analyst to conduct concept testing to measure consumer acceptance and purchase consideration for the two alternatives.

Decision Analyst designed an online survey to test the two product concepts among current and potential new customers. The research revealed that while both concepts could increase sales, the reformulated version risked confusing existing buyers and diluting the brand. The findings showed that creating an all-new product, a brand extension, would generate the greatest incremental sales. As a result, the client chose to implement the new product strategy, prioritizing brand integrity and long-term growth despite higher manufacturing costs.

Large Consumer-packaged Goods Company