Page 4: Product feedback
Critical to any marketing strategy is the collection of product feedback. The full range of market research was employed for the introduction of Golden Lights:
- desk research continued to analyse secondary data, such as social trends, and investigated the performance of other markets
- discussion groups were set up to consider the whole issue of health and food
- concept testing was undertaken to provide qualitative information
- quantitative research involved fieldwork to collect primary data and included tests on pack design, blind product testing against the competition and micro testing.
Every angle on the whole concept of the new ‘better for you’ products and their claims had to be considered. The diagram (to the right) illustrates the importance of feedback and the ongoing nature of the decision making process.
The results for the new Golden Lights were surprising. Although the launch was highly successful and high trial rates were achieved, it became clear from the market research that consumers liked the product but were surprised that it did not taste like ‘normal’ Golden Wonder Crisps. It was a great tasting product but was not really a crisp. Secondly, although consumers were interested in healthy eating, their prime motivation was still to look good. Therefore it was not so much the low fat claims which were important as the assumption that low fat meant fewer calories.