Global Ice Cream R&D Unit
Case Study 2019
Early Stage ConceptQualification
Nestlé
Business Challenge
Nestlé’s Global Ice Cream R&D Unit in California, USA wanted to speed up the process of evaluating and qualifying early stage concepts globally in order to streamline the process from idea to market.
Main targets:
ü Qualify more concepts fasterü Reduce time-to-market for new
products
2
The Research
In order to make a standard framework that could be used continuously, a simple and efficient questionnaire was developed standardizing the different parts. This allowed the setup to be flexible with regards to the number of concepts tested from time to time.
7200 respondents
8 global markets
Frequentice cream
eaters
For the specific test, 9 different concepts were tested in 8 global key markets. Nestlé developed the questionnaire in English and Opeepl handled translations and scripting for 8different markets. 900 interviews were performed per market amongst frequent ice cream eaters - 300 for each concept cluster.
3
The Research Framework
CONCEPT2
CONCEPT 1
CONCEPT3
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q3:FAVOURITE CONCEPT
300 respondents
CONCEPT5
CONCEPT 4
CONCEPT6
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q3:FAVOURITE CONCEPT
300 respondents
CONCEPT8
CONCEPT 7
CONCEPT9
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q1:PURSCHASE INTENT
Q2:ASSOCIATIONS
Q3:FAVOURITE CONCEPT
300 respondents
The questionnaire included a respondent filtering part + sections of concept evaluations based on only 2 standard questions per concept. Each respondent was only exposed to 3 concepts and the concepts were rotated continuously.
4
5
The concepts were shortly described and pictured in mock-ups. The concept evaluations were focused on immediate purchase intent and concept associations. The 6 languages survey and concept translations, scripting and setup of 8 questionnaires and sampling of 7200 interviews took 10 days in total.
The Research
5
The Results
Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6 Concept 7 Concept 8 Concept 9Country A XX% XX% XX% XX% XX% XX% XX% XX% XX%Country B XX% XX% XX% XX% XX% XX% XX% XX% XX%Country C XX% XX% XX% XX% XX% XX% XX% XX% XX%Country D XX% XX% XX% XX% XX% XX% XX% XX% XX%Country E XX% XX% XX% XX% XX% XX% XX% XX% XX%Country F XX% XX% XX% XX% XX% XX% XX% XX% XX%Country G XX% XX% XX% XX% XX% XX% XX% XX% XX%Country H XX% XX% XX% XX% XX% XX% XX% XX% XX%
Highest per market
Medium per market
Lowest per market6
Via Opeepl's online reporting system, Nestlé was able to follow all results live and start analysis even before the sampling was completed. To compare the concept evaluation across the 8 markets, data was exported and merged into a single very over-viewable heatmap concluding the popularity of each concept. The heatmap visualization of the results made it easy to conclude that 3 concepts performed well in all 8 markets while further 2 performed well in several markets.
The Implementation
7
Nestlé used the results to decide which concepts to focus on going forward in the concept development process and which concepts to discard.
Furthermore, the standardized early stage concept testing has become an internal standard to evaluate all future concepts before going into later stages of concept development.
Global Ice Cream R&D Unit
Nestlé Research Partner:James Romans
Consumer Sensory Insights ManagerNestlé R&D Center Inc
Opeepl Research Partner:Morten Korch-Haahr
Co-Founder & CEOOpeepl
Nestlé
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