Case 07 / 10Research Solution

Meridian Foods

Evidence before spend: a launch reshaped across three markets.

A multi-market consumer study that reshaped the brand's flagship product launch strategy.

Industry: F&B
Year: 2023
Timeline: 8 weeks
Team: 5 researchers

Get results like this See the approach

0: Markets studied
0+: Consumers surveyed
0: In-depth interviews
0: Launch assumptions overturned

The brief

What we were up against.

A flagship product launch was being planned on assumptions, not evidence, across three different markets.

Market ResearchConsumer Insights3 markets

Goals

Replace launch assumptions with evidence

Find the right price point for each market

Give the product team findings they could act on

Our approach

4 moves from brief to launch.

Step 01Weeks 1–3

Qualitative research across target markets

In-home interviews and shop-alongs to understand how the category is really bought.

You get

36 interviews and need-state map

Step 02Weeks 3–5

Quantitative validation study

Online survey across three markets to size segments and test concepts.

You get

2,400+ responses, segment sizing

Step 03Weeks 4–6

Competitive and pricing analysis

Shelf audit, competitor pricing and a price-sensitivity model per market.

You get

Pricing and competitor report

Step 04Weeks 7–8

Findings workshop with the product team

A working session turning findings into launch decisions with the product team.

You get

Launch strategy recommendations

The shift

Before us. After us.

Lead market

Before

Largest by size

After

Highest intent

Price point

Before

Uniform

After

Set per market

Hero claim

Before

Taste

After

Convenience

Key insight

The biggest market wasn't the best first market.

The smallest of the three showed twice the trial intent. Leading there gave the brand proof points before entering the crowded one.

The outcome

Reshaped the launch strategy before a rupee of media spend went out the door.

The most valuable slide in the deck said 'don't launch here first'. It saved a year of media spend.

Research Director, Branding Crown

What we delivered

Qualitative researchQuant surveySegmentationPricing modelCompetitor auditFindings workshopQualitative researchQuant surveySegmentationPricing modelCompetitor auditFindings workshop

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