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Evaluation and Optimization of Marketing Concepts
(in days)

The Client

A national fast-food chain

The Problem

The client wanted to evaluate and optimize multiple conceptual positionings for their new breakfast items. In addition, they wanted to explore consumer reaction to multiple versions of in-store and drive-thru menu displays, as well as understand consumer reaction to a variety of in-store POS materials and direct mail pieces. Finally, they wanted to find an ideal name for particular products within the menu lineup that fit with the company’s brand.

Our Recommended Solution

A proprietary blended in-person quant-qual methodology was deployed. This approach allowed the team to confidently understand the relative strengths and weaknesses of each positioning in real-time, providing the ability to optimize and re-test ‘in the moment.’

The Outcome

The client launched a new breakfast product line-up using the most appealing product platform identified in the research. The launch was accompanied by new menu display boards and new in-store signage and marketing collateral. Breakfast sales increased 13% in the year following introduction of the expanded breakfast offerings.

 

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