Cambridge Market Research worked with a leading takeaway food chain who were keen to improve their product offering. Our aims were threefold: to identify which new product ideas would attract the greatest reach of consumers; to provide diagnostic feedback on current and new products; and to understand how to improve the customer experience when ordering.
We opted for a variety of methodologies to provide the client with the best possible results. Firstly, we used quantitative concept screening to understand the appeal of a number of new product ideas. We then used product testing to provide feedback on current and new recipes versus those of competitors. Finally, we conducted qualitative focus groups to provide feedback on menu design and layout.
The increased understanding of their consumers and marketplace has allowed the client to greatly improve their offering. Our ongoing relationship with the client has resulted in a number of new product launches, competitive advertising claims, and a new menu design, all of which have enabled them to steal market share and ensure repeat business.