How do you design a new product to succeed in today’s marketplace?

by Heather

How do you design a new product to succeed in today’s marketplace?

InsightsNow Talks Tofurky at The Quirk’s Event Virtual Global

Our team is looking forward to The 2021 Quirk’s Event Virtual Global, which will take place February 23-25, 2021. The online format means a truly global event where we anticipate making many meaningful connections and gaining lots of new knowledge. There are some great presentations already listed on the line-up, including Coca-Cola talking about leveraging bot-enabled research, Microsoft sharing about social intelligence, the QRCA exploring iterative global research, PepsiCo and Clorox presenting on transformational change and many more presentations from companies like Mars, Ford, Nestle and other research agencies.

InsightsNow CEO Dave Lundahl and Senior Research Director Kenny McMahon will be hitting the stage as well, to teach attendees how a recent Tofurky project was fast-tracked through innovative research. Diving into a real-life case study, our talk will illuminate effective behavioral research approaches to concept testing—as we discuss the process in bringing the new Tofurky Plant-Based Deli Slices product to market.

Attendees will learn how easy it is to initiate and access on-demand research, using our new Innovation Center as an example. For this Tofurky study we targeted category users, accessing behavioral insights to know where to place the new product and how to position it to retailers and shoppers for greatest success. We used our proprietary behavioral scoring system to generate scores from these category users on four concepts—including package mockups.

To advise retail placement, the study included two store location cells—plant-based and deli/sandwich meats retail sections. Individual winning concepts among participants were scored against the competitive set within each respective retail location. A choice exercise comparing the competitive set with and without the test concepts was used to generate a lift metric to assess behavior impact of each concept on the category at large and to know which location resulted in the greatest opportunity. These unique behavioral scores we will talk about in this case study helped the innovation team accelerate their time to market by focusing on what to build and how best to introduce Tofurky Plant-Based Deli Slices to the marketplace.

We hope you will join us at Quirk’s. Make sure to swing by our booth anytime to access some of our latest eBooks, links to our Innovation Center, or just leave your “business card”. If you DO leave your business card at our booth, you will be entered to win a $50 Amazon gift card. Any questions? Reach out to us.

See you there!