What does branding taste like? Simply Good Foods explored their own ‘brand taste’ to uncover the consumer psychology behind this common-yet-strange effect.
Do you know what your brand tastes like? Simply Good Foods and Curion partnered to explore this question on products in the “better for you” and traditional snack categories. By manipulating brand information, the research aimed to assess consumers’ preferences and perceptions. Participants were first exposed to products without brand identification, allowing for unbiased evaluation of intrinsic qualities. Subsequently the same consumers evaluated the products with the brand elements introduced, decoding the impact of branding on consumer acceptance – aka the taste of the brand! The findings shed light on the intricate relationship between product attributes and brand influence and how consumers incorporate contextual information when drawing conclusions about product preference. So…how does your own brand taste?
- The taste of your product is influenced both by product characteristics and contextual information, such as brand.
- By using the tools of psychology and sensory science we can disentangle the impact of brand from other aspects of the product.
- Both blind and branded product evaluations provide useful information for brand owners and researchers to optimize the characteristics of their products.
The Quirk’s Event is a valuable collection of sessions and networking opportunities with leaders in the insights field. It’s designed to be affordable and convenient, with in-person and virtual options and multiple dates and locations.
Quirk’s Events are two-day gatherings of client-side researchers and their vendor partners featuring concurrent tracks of 30-minute sessions on all aspects of marketing research.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary Product Experience and Performance (PXP™) platform, connecting brands to consumers at every step. An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.