Discover what really matters to consumers—what they prefer, what satisfies them, and what drives them to buy. Using tools like conjoint analysis and max diff, we can measure the trade-offs people are willing to make and pinpoint the perfect mix of features. This helps brands focus on what matters most, cut out the clutter, and design products that truly meet consumer needs. Feature optimization takes the guesswork out of innovation, giving you data-driven confidence and a better shot at success in the market.
A leading consumables company identified a sizable market gap in the Better-For-You (BFY) snack space – specifically, snacks designed for kids. This white space represented a potential $100 million market opportunity for early entrants.
To seize the opportunity, the brand needed to quickly develop and validate snack concepts that would appeal to families, deliver on the promise of “better-for-you” and stand out on crowded shelves. Getting it right meant not just meeting demand, but also securing first-move advantage in an emerging category.
We used a discrete choice methodology, asking consumers to evaluate different combinations of features like brand, messaging, claims, flavors and shapes, making trade-offs just like they would in real shopping scenarios. This allowed us to identify which product features mattered most to families, simulate market share to predict how different products would perform and find the sweet spot between consumer appeal and commercial viability. We focused on families with kids – especially those already seeking better-for-you options – to ensure the results were directly relevant to the target audience.
The research revealed exactly which product combinations, at what price, would deliver the greatest appeal and competitive advantage. Armed with these insights, the client confidently narrowed their options to concepts that were both consumer-approved and market-ready, paving the way for a successful first-to-market launch in the better-for-you snack category.
