Lean Test for Tea Brand
User Research
Project Background and Purpose
A brand has developed a traditional tea beverage product to gain a foothold in the highly competitive tea beverage market. In order to ensure that the new product is launched smoothly and meets the needs of consumers to the fullest extent possible, the brand commissioned Loya International a market research study to obtain real consumer preference data on taste and packaging. In response to the brand's request, we conducted field research in retail channels to obtain real and valid data on consumer behavior, packaging preferences and taste feedback to support the launch of the new product.
Project implementation methodology
Loya International designed an exhaustive program for the research, which was conducted through consumer behavioral observations, intercept interviews, and taste and packaging tests:
Consumer Behavior Observation: In a real shopping environment, observe the frequency of consumers picking up and purchasing a specific brand and analyze their brand selection tendency.
Intercept interviews: In-depth interviews with consumers who buy or pick up new products to understand their purchasing decisions, especially flavor and packaging preferences.
Taste and Packaging Testing: Evaluate consumer perception of taste through the JAR scale to clarify the direction of improvement; evaluate the packaging design, analyze its visual appeal and brand image communication, and put forward optimization suggestions.
Sales Data Acquisition and Analysis
In addition to collecting consumer feedback, Loya International also monitors and obtains in-store display data and sales data through cooperation with a network of 6,000 retail terminals covering a wide range of formats, including hypermarkets, small and medium-sized supermarkets, convenience stores, and wife and husband stores. With professional interviewers and data collection systems, Loya International not only ensures the accuracy and timeliness of data collection, but also maximizes the real market situation, helping clients to obtain real product sales data. This data not only helps brands understand the market performance of new products, but also provides insights into the impact of different variables in the channel (e.g., retail environment, consumer groups) on sales through cross-analysis, which supports subsequent marketing.
Project Results
15% improvement in accuracy and reliability of test and trial data; 3 months reduction in development-to-market cycle; 35% reduction in cost; 12% increase in initial sales compared to original plan.
Best Practice
National Retail Channel Sales Potential Insight Study for a Consumer Goods Brand
Loya continuously tracks multi-month sales data from over 3,000 retail outlets across 28 provinces/municipalities and 9 major channels nationwide for clients, gaining precise insights into cross-category offline consumption trends (with specialized focus on the dairy sector) and competitive landscapes. Our analyses decode the overarching trajectory of retail markets, revealing core dynamics including foot traffic fluctuations and purchasing power shifts, while emphasizing the strategic prominence of key categories like dairy in store-level sales performance. Delivering multi-dimensional monitoring outcomes, we equip clients with mission-critical market intelligence on industry landscapes, evolving consumption patterns, and competitor postures – empowering data-driven retail strategy optimization and category governance.
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Lean Test for Tea Brand
Reduce costs by 35% and boost sales for a branded tea drink. To optimize flavor and packaging preferences, we conducted consumer behavior studies, taste tests, and packaging trials. This streamlined approach cut time-to-market by 3 months and delivered 12% higher initial sales than projected.
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Loya International Marketing Research Co., Ltd.
Tel:+86 (0)20-38361007
David|13533653828|David@dgchina.com
Location: Guangzhou, China
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