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Concept-product fit

If you want to launch a yoghurt variety branded ‘strawberry delight’, the consumer should perceive the yoghurt as strawberry flavoured, coloured, textured and so on.

Haystack tackles the concept-product fit in a so-called central location, in which we evaluate both concept and product independently from one another. The findings of both evaluations are integrated in an analysis in order to determine concept-product fit and call to action.

On top of questions related to the senses, these tests also research the size of the consumer segment that will buy into the concept-product combination and what should be adjusted to target a bigger audience.