Finding the next product opportunity before it becomes obvious

Challenge

A FMCG category leader needed to validate a series of high-stakes packaging decisions for its new design alternatives, covering on-pack brand presence, shelf standout, and a potential product rename, before committing to production.

What We Did

Large-scale shelf and pack test across 1,200 German shoppers, using a monadic design to evaluate multiple pack alternatives simultaneously.

Linked shelf planogram exposure to pack evaluation to simulate real purchase conditions.

AI decoded all open-ended answers to enrich the shelf exposure results.

Key Insights

Clear winner identified on the core range, while a specific variant revealed a targeted seasonal launch opportunity.

The rename decision proved strategy-led rather than consumer-led, a critical finding that reframed the internal debate.

Functional claim communication shown to improve clarity, but requires careful balance to protect the brand's natural positioning.

Business Outcomes

Delivered clear direction across multiple packaging decisions before any production investment.

Identified a lower-risk, targeted route to market for a key variant.

Grounded a high-stakes brand decision in consumer evidence rather than internal opinion.