innovating in a complex category
by: Andrew Turner
When a prominent liquor manufacturer confided in us that they were thinking of changing their key product formula, we all agreed that consumer testing against competitor products was needed. Through sensory research we were able to get a solid review that not only helped them promote their new formula but reinforced the importance of ‘certain characters’ that customers loved.
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about the author
Andrew Turner
As PLAY’s Associate Director, nothing pleases Andrew more than getting to the “Why” of people’s claimed behaviour. With a background in Social Psychology and a 16-year research career spanning FMCG, services and social territories, his key belief in any project is to "tell you what you need to know, not just what you want to hear". Aside from being our sensory expert, Andrew is an avid foodie and loves to wet a line at the nearest stretch of water. He’s also a musician, having once been the lead singer in a metal band.
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