IHUT Taste Test

A BBQ sauce wanted to understand if new flavor would be better than the original

Objective

To help the BBQ sauce business understand if there is a product-based strategy that could be leveraged to help strengthen competitive standing and shore up share loss for BBQ sauce. A “Drivers Of Liking” in-home usage study was conducted to determine the best new flavor to go to market with, I order to grow sales and protect share.

Approach

A two-cell IHUT was conducted examining two BBQ sauce formulas, with a test sauce tested against the original flavor. Participants were given one product to take home along with a short diary + video upload instructions to capture immediate performance measures. After the trial period, an interview was conducted to collect all evaluative measures. This process was then repeated for the 2nd product. After the second survey, a battery of preference measures were collected between the two variants.

Outcome

The decision was made to go with the new flavor that was clearly most preferred by consumers. The new flavor was introduced and resulted in an increase in annual sales and market share (actual figures not shared).