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Concept TestingFMCG
New Shampoo Concept Test for a Global FMCG Firm
A concept and usage study for a sachet-based shampoo proposition in a competitive market.
Client
International Personal Care Brand
FGDs
10
IDIs
12
Location
Lucknow
Challenge
The client sought to test a new sachet-based shampoo concept in a competitive market and identify improvement areas before national rollout.
Solution
Conducted 10 Focus Group Discussions and 12 In-Depth Interviews in Lucknow among SEC B & C shampoo users. Evaluated perceptions of quality, packaging, pricing, and innovative features through in-home product usage.
Results & Impact
- Identified opportunities to enhance texture and fragrance to align with local preferences
- Validated competitive advantage in sachet convenience and price appeal
- Recommended communication themes emphasizing quality at value pricing
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