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Client was considering a potential improvement to their flagship Brand.

They wanted to know if the prototype was preferred or at parity with the Current, and how many consumers could really detect the difference


  • R&D had developed a potential reformulation that needed to be tested against the current product in order to assess any upside opportunity or downside risk for the brand.
  • Additionally, determine relative preference and discrimination capability among the sample of spirits drinkers.


  • Sequential monadic – repeat paired CLT. Consumers tested both products three times, over a 3-day period.


  • Findings suggest a very high level of non-discrimination across the three paired tastings.

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