SURREAL
Evaluating pack performance in a retail context
The challenge
Despite huge success in D2C, the Surreal team understood that retail was a completely different environment. As such, they wanted to understand how their pack would perform in this new context (without all the bells and whistles they could lean on in D2C) and what would be needed to ensure they carried their online success into the supermarkets.
Approach
We tested their current packs with a sample of their target audience who were not aware of the brand.
We created a realistic buying scenario using cognitive interviewing techniques and gauged how well the packs stood out on shelf along with consumers implicit associations and understanding of the products.
KIT GAMMEL, CO-FOUNDER
“Beyond Insights were a total pleasure to work with - they took real time to understand our brief and executed a research plan that provided real and actionable insights.
They helped fill in some blind spots for us and our brand/business will be infinitely better for it.”
Impact
A number of areas on the current pack were failing to communicate the product effectively with some also having a negative impact on taste expectations.
We were able to recommend simple tweaks that improved understanding and removed the negative taste associations.