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FMCG

Streamlining New Product Development with Agile Testing

Accelerating NPD cycles with agile testing and insights for a leading FMCG player

Streamlining New Product Development with Agile Testing

The Challenge

Our client, a leading FMCG player, aimed to launch a new line of health beverages. They faced multiple challenges:

  • Rapidly shifting consumer preferences
  • Intense market competition
  • Complex alignment needs across multiple internal teams (R&D, Product, Marketing, and Advertising)
  • Need for agile access to diverse audience feedback
  • Requirement for comprehensive testing across multiple product elements
  • Pressure to reduce time-to-market

    • Our Solution

    We designed a holistic NPD testing framework with iterative feedback loops:

    1. Concept Testing

  • Initial surveys and focus groups for product ideas
  • Conjoint analysis for feature prioritization

    • 2. Prototype Testing

  • Sensory panels and in-home usage tests
  • Virtual product testing with digital mock-ups

    • 3. Communication Testing

  • A/B testing of marketing creatives
  • Sentiment analysis and eye-tracking technology

    • 4. Packaging Testing

  • Shelf simulation exercises
  • Ergonomic testing

    • Statistical Methodology:

  • Choice-Based Conjoint Analysis for feature optimization
  • Cluster Analysis for consumer segmentation
  • Regression Analysis for purchase intent prediction
  • TURF Analysis for maximizing market reach

    • The Results

    Our comprehensive approach delivered significant results:

  • Reduced NPD cycle from ideation to launch
  • Exceeded product acceptance expectations in pilot market
  • Reduced packaging iterations and associated costs
  • Increased communication effectiveness
  • Enabled seamless transition between development stages
  • Minimized product failures through rigorous testing
  • Aligned internal stakeholders with clear, actionable insights

    • The integration of agile testing mechanisms and robust statistical analysis enabled

    our client to navigate NPD complexities with confidence, shaping their product strategy

    and driving market success.

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