Case Study: Instant coffee capsules pack test

Business Aims

A leading provider of beverages for instant brewing machines wished to change the packaging structure to improve functionality (e.g.. ease of opening) as well as reduce the amount of packaging (reducing costs and improving green credentials).

Marketing Sciences Solution

Quantitative f2f research using a two cell monadic approach (Current + New) was used in key markets of FR, DE &US. Pre-trial brand impressions/expectations were assessed before respondents were allowed to open the pack. Interviewers observed the opening process – timing the event and recording what was used to help open the pack, and whether it was opened as intended. A post-trial interview then assessed whether the pack lived up to expectations and the effect the opening process had on brand impressions.

Client Impact

We were able to confirm that the majority of packs were being opened correctly and faster than Current. Also evident were improved green credentials and (among Potential buyers) a brand positioned in a much more positive light. However, while the use of less packaging and a new structural design improved functionality, it was felt to offer less protection and a resulting impact on product freshness perceptions.