New Product Test for a Leading FMCG Firm
A product usage and pricing test for a new hair color neutralizer before rollout in urban markets.
Client
Top FMCG Company
Challenge
The client planned to launch a new hair color neutralizer but needed to test product efficacy, acceptance, and pricing with core target consumers before rollout.
Solution
Conducted 800 face-to-face interviews with working women and housewives (SEC A & B) in three metros and one mini-metro. Participants used the product for 45 days before evaluation. Gathered reactions on product quality, price points, and communication concepts.
Results & Impact
- Identified strong acceptance drivers linked to fragrance and after-use shine
- Validated optimal price points and SKUs for urban markets
- Provided creative direction for advertising communication and product packaging
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