Optimizing Messaging Through Consumer Research for a CPG Brand

This project focused on helping a leading CPG company (name withheld due to confidentiality) understand customer sentiment toward their product label and overall packaging. The company wanted to test their current label’s effectiveness, identify potential improvements, and gain insight into customer purchasing behaviors for non-alcoholic and adult beverages. Using consumer insights and A/B testing, Matz Analytics helped the client improve their marketing strategy and product, by refining their label design to better align with customer preferences and to be preferred amongst their competitors.

The Challenge

To start, the client was facing increased competition in the crowded beverage market. Although their product was well-received, customer feedback indicated that the label design was not standing out compared to one of their competitors, whose more modern, sleek design seemed to appeal more to consumers. As such, consumers favored the competitors' products over their own. In order to grow sales and market share, the client needed to understand why their product was underperforming and how they could optimize it to boost sales and customer engagement.

Our Approach

Matz Analytics conducted a two-part process to gather consumer insights and optimize the product label:

1. Initial Consumer Sentiment Survey:

   We designed and distributed a survey to the company’s target audience to gather feedback on the current label design, asking consumers to compare it to competitors, as well as the benefits of our client's product. The survey also included questions about purchase habits, such as where and how often they bought similar beverages, and consumer preferences.

2. Key Findings:

   While the company's product was generally well-received, the competitors' labels were preferred for their modern aesthetics and clearer messaging. This gave us a clear direction for how the label needed to evolve. By positioning the benefits of our client's product at the forefront, that were most valued by their ideal consumers, there was significant opportunity to improve perception of our client's product in the eyes of the consumer.

   
   

2. A/B Testing of New Label Designs:

   Armed with insights on consumer preferences of benefits, label elements, and competitive perception, the client created several new label designs. Matz Analytics then facilitated an A/B test, where consumers were shown the new designs alongside the competitor’s label to gauge preferences. Each design was evaluated based on visual appeal, brand messaging, and overall consumer sentiment.

Key Insights and Recommendations

Through our survey and A/B testing, we identified several critical insights and made data-backed recommendations:

• Clarify the Brand Messaging: The competitor’s label provided clearer brand messaging, which resonated better with consumers. We recommended that the client simplify their messaging and make the key benefits of the product, that resonated with consumers, more obvious on the label.

• Modernize the Label Design: Consumers expressed a strong preference for more modern design elements, such as minimalist fonts and sleek color schemes, which the competitor had incorporated successfully.

• Customer Tendencies: Our surveys revealed that most customers purchased these beverages at supermarkets and convenience stores, providing the client with important data about where to focus their product placement and marketing efforts.
  

The Solution

Based on the insights from the consumer feedback, the client chose a final label design that incorporated packaging elements that consumers preferred, while also refining the brand messaging to make it clearer and more appealing, by including the benefits of the product that consumers valued most. This new design was selected because it not only improved customer perceptions of the label but also provided a competitive edge over the previous design and its competitors.

Conclusion

This project demonstrated the value of consumer insights in driving key product decisions. By understanding what elements of the label resonated with consumers and making data-driven improvements, the client was able to create a more compelling product presentation that positioned them more favorably against competitors. In response to these packaging changes, consumers preferred this new product label 53% more than their previous version, and 27% more than their leading competitor, which they were unable to eclipse previously.

Through this process, Matz Analytics helped the client make informed decisions, demonstrating the power of market research in optimizing product presentation and boosting overall consumer engagement.

Looking to optimize your product design? Contact us today to see how our consumer research can help you make data-driven decisions that set you apart from the competition.