Navigating consumer preferences for a new healthy mocktail concept

In a rapidly evolving CPG market landscape, consumer preferences are shifting towards health-conscious alternatives. We see this in many categories, where non-alcoholic beverages and mocktails are gaining popularity but also healthy juices with active ingredients like ginger are expanding its market presence. It’s clear that customers increasingly seek convenient ways to incorporate healthier options into their daily routines, indicating an opportunity for beverage companies to meet these evolving demands.

Our client recognized these trends and decided to explore new paths in the world of healthy beverages. They came up with a innovative concept: ready-to-drink healthy mocktails, packed with natural ingredients, delivering unparalleled flavor and nutrients. Turn the concentrate, packaged in a sustainable aluminium can with a bit of water into healthy, nutritious, refreshing mocktails.
However, they were unsure whether this new product would have sufficient market potential. We assisted our client in validating the potential of this innovative drink concept and figuring out which aspect of the concept drives the consumer most, on two different continents — challenge accepted.

Therefore, the central question was:

Is the target audience interested in this new concept and what drives their purchasing behavior?

Enter a dual experimentation approach for cross-validation

We implemented a dual experimentation strategy to verify the target audience’s interest in the new concept.

1. The first experiment focused on qualitative exploration through AI-moderated interviews. Our goal was to talk to customers and understand if the concepts’ value proposition matched our target audience’s broader needs as well as gain insights into their preferences for flavor profiles and health benefits.
2. In the second experiment, we utilized advanced quantitative analysis for larger-scale validation. We aimed to identify the most valued product attributes and determine the ideal combination, including taste, active nutrients, packaging, pricing, and format.

How did we select the right experiments?

Before conducting the experiments, we conducted scoping sessions and assumption mapping workshops to lay the groundwork for our experimentation strategy.
In the scoping session, we defined the project's priorities and scope, clarifying the objectives and parameters of the project.

Subsequently, during the assumption mapping workshop, we identified and prioritized the most critical assumptions associated with the project. This process allowed us to pinpoint the key factors that would significantly impact the success of the ready-to-drink mocktail.

Leveraging AI and data-driven experimentation

We used a tool that utilizes AI-powered technology to conduct qualitative research, which has the effort and scale comparable to a survey but the depth and richness of qualitative interviews. Through this innovative approach, we were able to interview people on two continents in their mother tongue, to gather valuable insights into their perceptions and preferences regarding ready-to-drink mocktails in a can.

This strategic research method was designed to uncover the "why" and can be applied to answer other strategic questions such as:

🌏 What emerging shifts in consumer behavior are impacting our market?

🔑 What are the key factors that influence consumer preferences when choosing products or services in our industry

🙋 Who are the primary customers we are targeting, and what are their key characteristics, preferences, and pain points

Based on the insights of the first experiment, we set up the second experiment to figure out which combination of features is most attractive to customers and how they prioritize these features (the "what").
We were able to answer these questions:

👍🏼 Which product attributes are most valued by consumers?

❓ How do consumers trade-off between different product features when making decisions?

✅ What is the ideal combination of attributes that maximizes consumer preference?

By cross-validating the findings from both experiments, we gained a comprehensive understanding of consumer preferences and market potential, enabling the client to make informed product development decisions regarding ready-to-drink mocktail.

Ready to start validating?

Validation strategies offer a business a way to replace opinion-based by evidence-based decision making. These validation experiments are inexpensive and fast approaches to de-risk innovation initiatives. The project above was conducted in a timespan of 6 weeks.
Want to validate new offerings for your company, but not sure where to start? Feel free to reach out to us for a chat to see if we can help you out.