A splash of flavor in product testing excites new developments in beverages

Room 4 | 12:00 pm - 12:30 pm | Monday, March 27, 2023

Kraft, the original innovator behind flavored water enhancers, teamed up with Curion to develop a novel co-creation method that saved multiple rounds of testing while delivering a product profile that consumers love.

During this session, we’re unveiling how our hybrid process combining exploratory qualitative research with robust quantitative consumer feedback delivers the most complete understanding of how to design a product successfully in days, not months nor years. This will ensure that you get to market while the insight still resonates, not missing the trend due to long, costly, iterative research cycles.

Come hear how Gen Z’s preferences were pouring out of this study, resulting in maximal thirst-quenching opportunities for Kraft and their consumers!

Key takeaways:

  1. Hybrid research is required to keep up with the pace of today’s consumer and the challenging timelines of innovation.
  2. Co-creation helps us rapidly identify optimal levels of key product attributes, e.g. color and flavor, giving consumers a metaphorical seat at the lab bench.
  3. Learn how you can increase brand loyalty and repeat purchase with your consumers by nailing the product the first time.

Food Joint Presentation Methodologies


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