Dairy products concept testing
Dairy product market
Manufacturer of dairy products
A foreign producer of lactose-free dairy products asked Research PMRers to conduct a qualitative study. A main objective of the research was to explore market potential for the client’s product, and to define the most effective path of its implementation into the Polish market.
The project encompassed 6 focus group interviews with female consumers who make purchase decisions in their households, and 15 individual in-depth interviews with people suffering from lactose intolerance.
The study was divided into four parts. The first concerned the habits of Polish consumers with regard to purchasing dairy products. In the second part, we determined the market potential of products associated with the manufacturer’s country of origin. The next phase included an evaluation of product concepts, packaging and taste. In the last stage, we defined the market potential of lactose-free dairy products in the Polish market.
Value for the client
As a result of the research study, the client received an extensive report, which included answers to all of their queries. The client gained insight into consumer habits, the highest rated version of the product, advertising concept and packaging, as well as acceptable price range. This allowed them to prepare the product for implementation into the Polish market.
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