Skip to main content

Case Studies

Using TURF analysis in product range optimization

The Key Challenge

To identify ways in which a premium cross category deli brand could halt its decline in a market increasingly dominated by own label and find ways to challenge the growing dominance of a category brand leader.

The Researchcraft Approach

A carefully considered & cost effective research programme combining qualitative & quantitative research including:

  • Stakeholder interviews, Accompanied shops & Semiotic Analysis

Online survey amongst category buyers to bring more granular category understanding and test specific aspects of the proposition (recipe range, product claims), using MAXDIFF and TURF to optimize the product range.

The Outcome

The research highlighted some key challenges for the brand including mental and physical availability & accessibility, but identified some key opportunities to strengthen appeal and improve relevance to a wider audience through recipe re-invigoration & on pack messaging.

Back to Case StudiesExplore Solutions with Researchcraft