Bitesize Bulletin – Building confidence in the best decisions for growth
Snapshots of consumer insight in an easy to read bulletin
Our consumer insight bitesize bulletin shows our multi-method crowdsourced approach. This provides laser targeted recommendations to unlock growth for products and brands.
With our quantitative and behaviourally qualitative market auditing, our reports can enhance a brand’s product confidence. While highlighting the areas that might need a little more thought and attention for growth.
It’s a tried and tested approach that helps our clients take a rounded look at new or low growth products with fresh eyes. It provides the evidence they need when it comes to budget and promotion decisions.
But don’t just take our word for it…
To help show you what we mean, we’ve conducted our own research to identify the issues and assumptions that well-known brands commonly come up against on their product innovation journey.
Read on for our bitesize insights and illustrative reports.
#1 Differentiate your product
LAUNCHING A NEW PRODUCT UNDER YOUR BRAND NEEDS TO BE DIFFERENTIATED FROM YOUR EXISTING PRODUCT COMMUNICATIONS*
*Catalyx’s own product launch audit found the UK’s new Corona Cero and the US version Corona Sunbrew, shows ‘loved’ product promises and taste, but the communication execution in advertising felt to consumers like another ‘fun in the sun’ Corona ad without clear differentiating reasons to tap into purchase drivers for the non-alcoholic beer.
#2 Clearly communicate your benefits
DON’T LET YOUR TARGET AUDIENCE MAKE ASSUMPTIONS. CLEARLY COMMUNICATE THE WHY AND HOW OF A PRODUCT! A BRILLIANT INNOVATION WON’T WIN IN MARKET IF YOUR PRODUCT USAGE BENEFITS AREN’T STANDING OUT*
*Catalyx’s recent product growth audit of San Pellegrino Essenza drink found that while consumers liked the product, they weren’t clear about how and when the drink should be consumed, impacting understanding of the product’s positioning and potential for purchase intent.
#3 Boost your product findability
WHEN BUDGET FOR PRODUCT PLACEMENT ONLINE ISN’T AVAILABLE, THE PRODUCT IMAGE NEEDS TO STAND OUT AT A QUICK SCROLLING GLANCE. CONDUCT ONLINE BEHAVIORAL A/B TESTING FOR FINDABILITY TO BOOST DIFFERENTIATION AND STRENGTHEN PERFORMANCE.*
*Catalyx’s own research found the UK’s new launch Corona Cero found packaging grabbed the attention of consumers on-shelf, but the white background of its packaging made it blend into the white background of the web page, and got lost amongst other brands online. Your product picture is crucial for standout so needs to be behaviorally tested amongst the competition.
#4 Stand out against the competition
AUDIT TO IMPROVE PURCHASE IN-STORE AND ONLINE. KNOW WHAT LEVERS TO PULL AND BARRIERS TO OVERCOME FOR FINDABILITY AND COMMUNICATION TO DRIVE ATTENTION TO YOUR PRODUCT OVER THE COMPETITION*
*Research Catalyx conducted on San Pellegrino’s new Essenza product found that it suffers from a critical lack of shelf presence, low stock and shelf positioning in store, poor categorisation online, and low presence across online stores, leaving consumers opting for more easily accessible brands and products offline and online.
#5 Your product needs to be available
YOUR PRODUCT MIGHT BE LOVED BUT IF NOT AVAILABLE, CONSUMERS WILL CHOOSE THE CONVENIENCE OF THE COMPETITION EVERY TIME. WORK WITH RETAILERS TO BOOST AVAILABILITY OF YOUR PRODUCT IN-STORE*
*Research Catalyx conducted on new Corona Cero’s show that while the brand creates a strong impression in-store when found, it suffers from availability issues and is a clear barrier to driving up sales.
#6 Differentiate in your product communication
AUDIT YOUR COMMUNICATION MATERIALS AND DEMONSTRATE EXPLICITLY HOW THEY DIFFERENTIATE FROM COMPETITOR PRODUCTS.*
*In a product growth audit of San Pelligrino’s new Essenza, Catalyx found their advert to be unmemorable with only 1 in 10 consumers able to remember seeing it. Once they were shown, consumers were looking for a clearer product positioning, explicit USPs and usage.
Brand lifestyle for growth – Even the biggest brands need to live the lifestyle to grow within category