AUSTIN, TX: Coca-Cola, the soft drinks manufacturer, is generating invaluable consumer insights from its Freestyle fountain machines, which allow customers to mix beverages of their choosing from across the company’s portfolio.
TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, ...
Fleur Horner, Admap, March 2018, pp. 34-35
Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.
Katherine Allmandinger, WARC Webinars, February 2018
Katherine Allmandinger, Manager of Strategic Insights Health & Wellness at Nielsen, explores the health and wellness trends happening across the store that are leading manufacturers and retailers to meaningful growth.
BERKELEY, CA: In a $65 million investment round, Goldman Sachs, the US investment bank has placed a significant bet on a little-known company, Ripple Foods, a young beverage startup that specialises in pea milk, in a move that suggests changing ...
Sam Peña-Taylor, Event Reports, Omnishopper International Conference, November 2017
Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.
Tirthankar Dash, ESOMAR, Global Qualitative, November 2017
Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.
Mathieu Trepanier and Jean-Philippe Lebudel, ESOMAR, Congress, 2017
This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.
SHANGHAI: Foreign brands can often find China a difficult market when they plan to launch a new product, but FMCG giant Unilever found that a streamlined innovation process helped it to get ideas to market in a shorter time than traditional ways.
Chunyu Li, Ling Peng and Geng Cui, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.
PHOENIX, AZ: L'Oréal, the beauty group, represents an instructive example of how brands can effectively leverage search data in tracking and responding to new trends, a leading executive from Google has argued.
This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.