01
Client context
The company had several concepts for a new functional drink range and needed to choose and optimise before launch.
02
Business challenge
Internal teams disagreed on which concepts and flavours had the most potential.
03
Research objective & questions
Identify the strongest concepts and flavours, and optimise pack design and claims.
- Which concepts have the strongest appeal and purchase intent?
- Which flavours perform best against competitors?
- Does the pack stand out and communicate benefits?
- Which claims are most credible?
04
Methodology & approach
- Concept screening
- Online screening of multiple concepts.
- Monadic concept test
- Detailed evaluation of shortlisted concepts.
- In-home product test
- Taste and experience versus competitor.
- Pack and claims test
- Shelf visibility and claim credibility.
05
Sample & geography
- ~800 screening respondents
- ~400 per monadic cell
- ~300 in-home testers
- Geography — India (metro and tier-2 cities)
06
Key findings
- Two concepts clearly outperformed others on relevance and uniqueness.
- One flavour was preferred across regions; another split by region.
- The pack stood out but did not communicate the functional benefit.
- Natural ingredient claims were more credible than performance claims.
07
Business implications
- Launch with the two leading concepts.
- Use the universal flavour nationally and the split flavour regionally.
- Redesign pack front to emphasise benefit and natural ingredients.
08
Outcome
The company gained a launch-ready concept, flavour and pack recommendation.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.