Alcohol & Tobacco - P&K Research

Consumer research drives product innovation and reformulation in alcoholic beverages and tobacco categories just as much as in other consumer packaged goods

The same sensory and consumer research principles and methodologies apply to these categories as well. Yet, these categories pose unique challenges due to the state and federal regulatory restrictions on their use and how they are tested.

P&K’s experience in these sensitive categories ensures that research protocols are in full compliance with applicable regulations and protect the safety of research participants, while providing the insights that product developers and marketers need to develop successful products that can be responsibly enjoyed, and that, in the case of tobacco, offer reduced-harm alternatives to traditional tobacco products.

In alcoholic beverages, P&K’s experience spans wine, beer and spirits, as well as emerging categories such as hard seltzer and hard cider. In tobacco, our experience includes cigarettes, cigars, various forms of smokeless tobacco, oral tobacco-derived nicotine as well as electronic nicotine delivery systems.

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Our focus is to give our clients every chance at the development and launch of successful product, thereby staying ahead of the competition. Contact us and let’s discuss how we can help you better compete.

Important questions we help alcohol and tobacco companies answer:

How do I innovate in my category?

What are the unmet consumer needs in your category? What new product offering would provide consumers a differentiated experience that stands out in a crowded market? Our whitespace solutions help you along the path of innovation, from prioritizing consumer benefits, to identifying key drivers of a liking in your category, to establishing the target sensory profile that can serve as the “North Star” for product development.

How do I improve my product?

Whether you are developing a new product or renovating an existing one, P&K Research helps guide your product optimization with sensory and consumer insights enabled by our custom analytics that identify the most promising improvement opportunities.

How do I improve my brand and product experience?

From conceptual brand promise to findability on shelf, package functionality, and ultimately, actual product use: our solutions uncover how to delight consumers throughout their product experience journey.

 How do I increase margins?

Just one change in an ingredient or supplier can save millions of dollars. Yet such changes can risk alienating your brand’s current franchise. Our tools measure the risk/reward trade-off of these cost savings initiatives so you can make more informed decisions.

How do I make my product more competitive?

New competitors, changes in consumer preferences and any untested product redesigns you have undertaken in the past may have eroded your position in the marketplace. Our competitive benchmarking methodology can provide the vital insight into the strengths and weaknesses of your current offerings.