Achieving launch success: Unlocking the full potential of an innovation

Room 4 | 2:00 pm - 2:30 pm | Wednesday, February 22, 2023

The appetite (so to speak) for classic comfort foods might feel universal to many of us. But when translating a brand new offering from Europe to North America, cultural context and preferences are anything but easy to navigate.

McCain understands this all too well; a new product, designed for a niche U.K. market, had initially tested very well. But further tests revealed that the concept would not fare as well in North America. We needed to find out why. To determine if they should go-to-market in North America and how, McCain worked with Dig Insights’ qualitative team.

Dig’s qualitative team matched the innovative nature of McCain’s new offering with an entirely new approach to understanding the product’s value proposition, price and sizing, and overall likelihood of success. Join this tasty conversation between Kristy Wang, Insights Manager at McCain Foods, and Patricia King, EVP of Qualitative Research at Dig Insights, to find out how the challenge shakes out.

Key takeaways:

1. How you can leverage friendship dyads and co-creation to validate a new product offering.
2. What rapid co-creation means in qualitative research.
3. The right way of integrating quant and qual aspects to an innovation project.