General Mills
Challenge
Test concepts and packaging to determine interest across multiple products and brands (Chex Mix, Cinnamon Toast Crunch, Old El Paso, Pillsbury Crescent Rolls, Progresso Soup, Sweet Moments, etc.).
Approach
Use a variety of in store observations, intercepts, interviews, focus groups, theater verite, and emotional laddering to determine concept understanding, acceptance, and market potential.
Results
Insights and deliverables detailed customer values, highlighted expectations from brands and products, and created packaging, product, and marketing recommendations.
