Consumer Packaged Goods
Where It All Started
Everyone starts somewhere. For RTi, it was more than 30 years ago with consumer packaged goods research. During that time we have become a trusted partner to hundreds of leading brands. And, like a tried-and-true partner, many of our client relationships span decades and include an impressive record of results.
RTi’s long-term success and high client retention in the CPG field starts with the importance we place on developing expertise beyond the “research”; our professional staff has an intricate and deep understanding of marketing to the consumer.
Our CPG experience covers:
- Food & Beverage
- Consumer Household Items
- Health & Beauty
RTi has supported the success of a wide assortment of products (many of which didn’t even exist when we opened our doors). We’ve not only seen about every possible category of food and beverage, we have worked with increasingly technologically-advanced forms of packaging and distribution. And speaking of advancements, you could say we’ve not only participated in, but have also been instrumental in, the household item and HBA revolutions.
Believe us, we know things change. Our market-driven research and our digging deep within the mind of the consumer makes sure that your company keeps pace.
RTi in Action
The beverage landscape is changing rapidly as it adapts to macro health trends and emerging needs that are redefining existing categories and creating hybrid spaces at an unprecedented pace. A leading beverage company needed direction for growth and for understanding what it takes for a brand to ‘win’ in new markets and with emerging segments.
RTi provided a revealing strategic assessment of the marketplace and shifting consumer attitudes and behaviors that informed the company’s short- and long-term growth planning. Cluster Ensemble multivariate modeling revealed cohesive domains based on brands, behaviors, attitudes, and key drivers. RTi used this information to define the size, impact, and opportunities with adjacent categories and to provide a deep-dive of brands and portfolio assessments. A parallel qualitative study helped bring the data to life allowing the team to socialize the insights in memorable, high-impact ways.
An iconic billion-dollar brand with a loyal consumer following needed strategic and tactical guidance for developing an incremental brand extension. And they needed it quickly! The objectives were to achieve growth with the current franchise through unmet needs and to attract new users.
RTi put in place an integrated research testing plan that accelerated development by informing product prototyping and holistic concept/product fit. Hybrid quant-qual efficiently screened product prototypes while guiding optimization; product testing refined and strengthened product fit with concept; and a monadic home-use test confirmed products were launch-ready and poised to deliver portfolio growth. Marketplace performance year over year outpaced growth projections and has led to an expansive line of SKUs.
A long-established baked goods company needed to safeguard their leadership position in a category that was being challenged by a competitive entrant. Product improvements and a new technology were being explored as potential unlocks.
A sequential monadic product test with several potential formulas allowed the team to narrow choices down to two development paths. A follow-up quantitative preference test evaluated improved formulas in a competitive context and set the strategy for future-proofing market share.
In early innovation stages, CPG companies typically overlook the role emotions play when a consumer experiences their product. A major food and beverage company, wishing to leverage emotional pull for refining product formulas, needed an efficient and reliable way to incorporate the intangible in product testing.
Research experts at RTi created a novel testing approach for identifying the degree to which relevant emotions were evoked by products at point of consumption. This allowed the team to see differences in product performance that underlie traditional key metrics (purchase interest, liking, and attribute ratings) and, ultimately, to assure the emotions experienced during actual product usage supported the emotions evoked by the concept/brand identity as closely as possible.
A beverage with decades of brand dominance was exploring ways to enhance the taste of a line extension product while remaining true to core equities and expectations of health/well-being.
With several marketing mix elements identified as vulnerable to impending product changes and alternative formulas, RTi’s experiential conjoint system – Construction Test® – was leveraged. This single test solution identified the most promising formulations from a taste perspective and the degree to which taste and other factors impact consumer decision-making. Ideal elements were identified and the appeal of ‘what-if’ scenarios was easily quantified through a client-friendly simulation tool.
Given the growing importance of health & wellness, a dominant food manufacturer wanted to ensure that it could maintain a leadership role in producing foods that provide the health benefits most important to their consumers.
Applying both macro (category level) and micro (brand level) lenses, RTi used consumer insights to provide brand strategy direction across the food manufacturer’s portfolio.