From Concept to Consumer: Testing a New Product for Market Fit

Summary

In today’s crowded consumer goods market, standing out can’t rely on product performance alone. For everyday shoppers, perception, ease of use, and trust in a brand’s promise are just as critical as the features themselves.

A leading global manufacturer sought to reposition one of its innovative products by introducing refreshed packaging and consumer-focused messaging. Before moving forward, they needed to confirm that the concept would resonate with their target audience across key European markets.

Understanding the Challenge

The objective was to evaluate whether the new packaging and positioning would be perceived as innovative, credible, and appealing by mainstream consumers — in both established and fragmented markets.

Research was conducted in two contrasting countries:

• One where the brand already held strong recognition

• Another where market competition was more fragmented

USP’s Approach

USP conducted a dual-country online study with over 600 participants, including both frequent users of similar products and occasional buyers.

The study explored:

• Awareness and preferences within the product category

• Brand associations and trust drivers

• Reactions to the packaging design and usability

• Motivators and barriers to trial and repeat purchase

Key Insights

Packaging Shapes Perception — But Trust Drives Choice
The refreshed packaging was widely seen as visually appealing, practical, and easy to handle. Most participants associated it with reliability — not only due to the brand, but because the design conveyed control and convenience.

At the same time, while the new look generated interest, brand familiarity and past experience remained the primary drivers of purchase intent.

Impact & Outcome

The research confirmed that the updated packaging strengthens the product’s market position, particularly within the mid-to-premium segment.

The client gained:

• Validation that the redesign supports a stronger brand positioning

• Insights into consumer expectations to inform marketing and education efforts

• Country-specific recommendations for leveraging existing brand equity

What We Learned

In competitive consumer markets, even subtle design elements — from color to functionality to on-pack messaging — can significantly influence purchase decisions. Aligning innovation with what consumers already trust is key to successful adoption.