Our Approach
Curion’s partnership touched across various stages to gather insights on products, performance, and consumer experiences. With a basic understanding of how their brand measured up to the competition and the overall need to improve performance, Curion’s methods collected firsthand data to inform the client of where and how to improve.
STARTING AT THE END:
No matter what stage a product is at in the journey, we pull in our subject-matter-experts to provide key quality insights through every step of the way.
We started at the end with Renovation, then looped around to the beginning.
STAGE 5
RenovationXP
Starting with Renovation, Competitive Benchmarking CLT was fielded on the top selling flavors of a core menu item to determine brand and product positioning against competitors and any advantages or disadvantages that exist across the product line.
STAGE 1
ExplorationXP
Next, looping around to the first stage, using Advanced Analytics, we combined the power of Cluster Analysis with an Opportunity Analysis to provide the client with key Consumer Segments and a plan that enabled them to balance risk versus opportunity.
A low-risk / high-reward opportunity for product optimization on a key product attribute was identified.
STAGE 2
DevelopmentXP
CLT’s and Focus Groups were conducted to guide and create new innovation around the identified key product attribute in the pizza product build.
STAGE 3
ValidationXP
After more R&D developments, a digital in-context qualitative research approach was conducted, using videos and online diaries to capture real-world insights from selected test market locations and in-market competitors to validate and differentiate the product experience.
STAGE 4
CommercializationXP
The key product element, beloved mostly by loyal patrons, became a focus in communication and advertising efforts to drive loyalty in a category heavy with brand switchers.
Results
- No matter which stage a product is currently in, Curion acts as an extension of your team to produce data-driven results that can reveal the best improvement opportunities.
- Curion’s results showed new directions for further optimizations that R&D can convert into a long-term product improvement plan.
