The tea category is news driven and new product success is largely dependent on names and flavors, tied to product benefits. In order to meet economic goals, Yogi Tea needs to have a steady stream of new items that are successful in the marketplace.
Yogi realized it needed to develop and implement an economically efficient, reasonably fast and repeatable research process to maximize new product development success.
Research Between the Lines suggested a quantitative concept screen with tea consumers with extensive qualitative diagnostics. The concept scores provide numerical insight on the appeal of the concept, while the extensive qualitative feedback provides guidance on how to optimize concepts, names and flavors. This combined quali-quant approach provides numerical guidance with real consumer insight.
This first step can be followed by a second concept screen with a modified concept if initial results are poor, or, by an in-home use test where the product is placed with consumers and evaluated in an in-home situation and for fit with the previously tested concept.
The new product success rate for Yogi in market has increased dramatically by following this research methodology:
“Many of the new teas became top sellers. Compared to past launches, the new product success rate has improved significantly.” Parampal Singh, Yogi Tea Products