Editor's note: GutCheck sponsored a webinar on how Chobani used market research to predict the impact of a product launch on Sept. 5, 2019. Duration: 46:02.
Brand and consumer insight professionals working in fast-moving consumer goods are expected to understand the impact of a new product launch before it hits the shelves. But with faster innovation cycles, disconnected data sources and consumers often overstating their desire to buy a new product, missed expectations can be a reality.
Chobani, America’s No. 1 Greek Yogurt brand, was getting ready to launch a new yogurt product at a different price point with different packaging that would still live within Chobani's core product portfolio. But the Chobani team was concerned about the new, more elevated product line diminishing, or cannibalizing, existing product lines.