Background: A food category brand in Latin America had been exploring the possibility of introducing a new flavor concept to consumers in the U.S. Before making a final decision, the company’s marketing and strategy partner in the US felt that a concept test was necessary among the brand’s current users. The challenge was finding a company with experience researching different ethnic groups in the U.S and could provide findings within a short time frame. ThinkNow was awarded the study because of its ability to do both.

Solution: ThinkNow designed a quantitative research study that explored perceptions and barriers to product innovation. The research targeted U.S. Hispanic, African American/Black, and Non-Hispanic White users of the brand, focusing on moms with young children. Because brand penetration was low and the research needed to focus on just a handful of DMAs, ThinkNow took a less conventional approach to recruiting these respondents, resulting in readable base sizes per segment and by DMA.

Results: Our study revealed that an overwhelming majority of their consumers were excited about this new flavor, giving the food category brand the green light to move forward.

Testimonial: “Our client, a food category brand, needed to do an early-stage probe among its users to evaluate perception of a new product innovation concept. We probed three ethnic groups across 6 key markets with a challenging 15-day turnaround time. We were all very impressed with ThinkNow’s ability to pull this through. Quality of the data was excellent and it was delivered on time for our decision-making process.”