Emotionally, consumers feel what would taste the best
Our client’s product was almost ready to market and only one question remained with no answer: how to talk about it to emphasize its most important features. As it happens quite often in the testing phase – all concepts seemed to be equally perceived by customers, no matter how they were described. Thanks to an additional measure: Reaction Time, our client was able to see more granulated results with no need to spend extra time and money on additional research. Knowing the level of emotional conviction of respondents made it easy to recognize the winner out of all the concepts. Implicitly, Concept A was evaluated best: consumers intuitively described the presented product as wholesome, crunchy and delicious.
We recommended the best choice for the new products’ communication – Concept A and to focus more on the value makes me feel good which didn’t perform well in any of presented concepts.