Key Driver Analysis or importance-performance mapping studies the relationships among factors that ultimately lead to the final purchase.
Case Study: Data Analysis to understand key drivers of liking leading to purchase of a new cereal
To broaden the brand's interest & appeal, and drive growth for one of the largest cereal making companies in the world. The objective of the study was to conduct a Key Driver Analysis to successfully launch a NEW snacks-bar products variant.
Analysis: Various proprietary analytic tools were applied on the sensory, demographic, and purchase intent data collected from the study. The attributes were collected using both traditional (e.g. interval-scale, JAR scale, Hedonic scale) as well as alternative measurement scales (e.g., labeled magnitude scales, best-worst scale). Six different flavors were evaluated in this study including a benchmark product. A total sample of 750 was recruited for this research, of which 50% were regular consumers of nutritious snacks and the remaining 50% were non-regular consumers of nutritious snacks.
Summary Report: Results of the analysis were plotted in MS Excel and reported in MS Power Point with brief statistical summaries.
Outcome: Our analysis helped the company Identify the key drivers of liking/barriers to purchase:
- Thorough understanding of the sensory appeal and consumer perceived profiles of the foods
- Measuring the sensory appeal and consumer perceived profiles of the food
Based on these results, specific areas for food optimization were recommended that would increase and positively drive the overall liking. Additionally, purchase intent was fairly solid with three variants achieving similar scores to the benchmark product giving the client extra leverage in determining the final flavor(s).