Innovation research with women aged over 50

Written by on January 4th, 2018

The Business Issue

Our client identified a gap in the market and created a new product for women aged 50 and older to enhance their quality of life

What we did

We conducted research using an iterative mixed methodology to meet the objectives. To kick off the research, we ran a super group to introduce the new innovation and understand expectations & appeal. At the end of this session we gave consumers a month’s supply of the product to trial. The participants were briefed face to face before they embarked on a 4 week online community to give us feedback on the product experience. The creative, engaging & stimulating tasks on the online community enabled us to understand functional & emotional benefits, how the product fits into routines, how the product meets expectations & fits to concept, as well providing guidance on the ideal brand name, pack format & designs and flavour range. Following this stage of research, the R&D team were able to make changes to the product taste & texture in order to optimise. We went back into research a second time once the client had made changes in order to optimise the product. The second stage of research consisted of, conducting taste trial groups with reconvened consumers to understand levels of improvements.

The Output

We were able to recommend the ideal bundle & delivery for this new innovation; including brand name, packaging format & design, product attributes & flavour range.