Case Study
Usability Testing of a Study App for Students
overview
A major CPG company sought to enhance one of its products by introducing new packaging claims that would resonate with consumers. To ensure these claims were credible and defensible, they partnered with us to design and execute a claims substantiation study. The goal was to determine which claims could be supported by consumer perception data and which would drive purchase interest.
THE PROBLEM
Substantiating Claims for Product Packaging
The client was in the early stages of a product improvement initiative and wanted to include a claim on the packaging that the new product was better than the current version. Several claims were under consideration—ranging from “Great Taste” and “Extra Soft” to “Improved Taste.” However, regulatory and marketing standards required that any such claims be substantiated through rigorous consumer testing.
OUR APPROACH
Real-World Testing with Everyday Shoppers
To understand how consumers felt about the new product, we conducted in-person taste tests in shopping malls across several U.S. cities. In a double blinded taste test, participants tried both the current and new versions of the product and shared their thoughts on taste and texture.
They were also asked to react to different packaging claims to see which ones felt most believable and appealing. We ensured the products were of similar age and sourced from tested markets in order to replicate real-world conditions which allowed us to gather honest feedback.
The research was designed to be flexible. If early results indicated that the new product wasn’t clearly preferred, the study could be paused or adjusted to avoid unnecessary costs.
The result
Clear Direction for Packaging and Messaging
The new product performed well overall—consumers liked its taste and texture. In fact, it met the standards needed to support several positive claims, including:
- “Great Taste” and “Great Flavor” – Consumers responded positively to the flavor of the new product.
- “Soft & Tasty” – This phrase resonated because it captured both the texture and flavor improvements.
- “Extra Soft” – The new product was seen as noticeably soft, which aligned with consumer expectations.
However, the new product didn’t stand out enough to support stronger claims like “Better Tasting” or “Improved Taste,” which imply a clear advantage over the current version. While the new product was liked, it wasn’t seen as a dramatic improvement.
These insights gave the brand a clear path forward – we tested seven claims and four of those were able to be added to their packaging.
proven experience
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