Niche Innovation Evaluation

Context
Context
Approach
Impact

A major winery client needed to quickly understand which of several iterations of a new niche brand line extension held the most potential, with particular focus on current parent brand buyers to ensure the best fit with the brand.

Utilizing a tagged sample to quickly target an extremely narrow buyer group (~3% incidence), three different versions of the concept, plus an appropriate benchmark, were evaluated. A group of potential buyers also evaluated the concepts to gauge interest beyond the target audience.

A clear winner emerged from the study in time for the team to make the recommendation to their advertising agency (~3 weeks turnaround). Also identified were improvements in messaging, label, and bottle color. The analysis uncovered components most identifiable/important to target consumers while identifying areas of refinement that would attract non-buyers.

Make informed, impactful business decisions that move people into action