pressure testing our product post-launch
by: Andrew Turner
A beverage manufacturer was finding that their product was not performing as well as expected in market. Existing research suggested that the brand and promise were appealing and credible. Hence, the immediate focus was to understand if the on-shelf product was an issue, or (as a result) other avenues would need to be explored.
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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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