The brand team was interested in gathering consumer feedback on a series of new concepts prior to further quantitative testing. This research would focus on understanding the overall interest, areas of confusion, uniqueness and brand fit each concept. This feedback would be used to identify opportunities to enhance each concept prior to further quantitative testing.
To gather this feedback traditional focus groups were conducted. These groups focused on identifying the appeal of each idea with a specific focus on evaluating the language of each idea to ensure the idea was clear and concise. As a secondary step prototypes were shared with respondents to evaluate product/concept fit and uncover specific language that would effectively communicate the idea.
Through the research the brand team was able to narrow their focus to five core ideas. These concepts were then enhanced with insights from the research to include language that was meaningful and motivating to consumers.