The Challenge:
P&K’s client was aiming to introduce a retail version of their foodservice cookie dough. They sought three primary outcomes:
- Assess clarity of preparation instructions
- Evaluate ease of preparation
- Learn product quality perceptions based on on-pack communications
The P&K Solution:
We conducted a series of qualitative research sessions in our Chicago observational residential kitchen. Respondents were recruited in small groups and asked to individually prepare the product using their choice of kitchen tools and cooking aids. Client representatives were present in the kitchen to observe respondents preparing the product. In addition, video feeds allowed remote viewing of the consumer interaction with the package and product, and provided a complete video record for subsequent review and analysis. The P&K focus group moderator guided the consumer debrief, garnering learnings regarding:
- Appeal of package pictures and graphics
- Clarity of preparation instructions
- Ease of preparation
- Perceptions of the product as “premium,” based on package-evoked expectations and subsequent tasting
The Outcome:
The research was supportive of the client’s initiative, confirming appeal of the package, ease of product preparation and quality perceptions, with a few alterations in package instructions indicated.