Brief
This project provided comprehensive sensory evaluation services for classic and 3-in-1 cocoa crush products, assessing attributes such as appearance, texture, taste, aroma, and dissolvability. The client aims to understand drivers of consumer preference, identify areas for improvement, and examine purchase intent, brand loyalty, and pricing influence to guide product development and marketing approach.
Approach
Webhaptic Intelligence deployed a mixed-method approach combining qualitative and quantitative techniques to gain meaningful consumer insights. The target audience included young adults (17–25 years) and mothers with children aged 3–13 across diverse socioeconomic groups. Eight focus group discussions (4 per product type) were conducted, allowing participants to share detailed perceptions and preferences, providing rich insights for actionable recommendations.
Impact
The findings offered strategic guidance for refining product formulations and packaging, aligning marketing messages with consumer expectations, and enhancing brand positioning in the competitive beverage market in Nigeria.