Using statistics to deliver the perfect solution
Conjoint analysis in FMCG
An international dairy product manufacturer was looking for the best marketing positioning concept for a new fresh milk dessert. Out of the vast array of possibilities, GIM’s tailor-made Conjoint Measurement was able to identify the positioning solution concept with the greatest growth potential for the target group.
The challenge
The client had already assembled plenty of ideas of the desert’s three classic concept requirements (Insight, Benefit, Reason to Believe). However, these ideas could theoretically generate more than 5,000 different concepts! GIM’s task was to define the positioning solution most likely to succeed.
The solution
GIM Numeric, our specialists in all areas of quantitative research began an extensive Conjoint Measurement.
This statistical multivariate analysis can be used to demonstrate whether and to what extent certain product characteristics influence the consumer’s purchase decision. In addition, Conjoint can indicate which combination of product characteristics the consumer would ideally like to see. Conjoint’s ability to assess concepts is a USP, in terms of methodology, and a major achievement for GIM.
In this case, GIM Numeric used the Conjoint analysis to determine which combination of Insight, Benefit and Reason to Believe factors the customer found most attractive. To put it another way, based on the results of the combination analysis, GIM was able to help determine the best positioning concept available. The positioning spectrum ranged from “An indulgence” to “A quick snack” to “An everyday pick-me-ups”.
In total, GIM asked 800 “users” of the product line about their opinion. The Conjoint element of the questionnaire took about ten minutes to answer.
The success
From an overwhelming number of possible positioning concepts, GIM Numeric’s Conjoint was very quickly able to determine the solution statistically proven most likely to succeed in the target group.