Building a Strong Innovation Pipeline
A packaged goods manufacturer sought to double the volume of its business in seven years by building a strong and healthy innovation pipeline. A brainstorming session resulted in over 100 concept ideas across four different platforms, which was narrowed to over 20 innovations for more in-depth evaluation. RSG exposed consumers to an innovation and asked…
Product and Pricing Portfolio Optimization
A beauty product manufacturer sought to expand its product line consisting of entry-level and high-end offerings. The manufacturer wanted to introduce a new product to the portfolio, but the optimal pricing strategy and product characteristics for the new product remained unknown. The manufacturer also expressed interest in expanding their line of replenishables and sought to…
Idea Refinement and Prioritization
A packaged goods manufacturer was the brand leader in its category and sought to build a pipeline of new products. The team generated 30 ideas that covered different benefit territories and forms. Each idea was represented by one to two sentence descriptions, with some descriptions even reflecting different articulations of the same initiative. Despite being…
Portfolio Pricing, Assortment, and Innovation Optimization
A packaged goods manufacturer owned a portfolio that had grown to 30+ items across four segments. The portfolio was a key growth driver for the manufacturer, with plans to expand the line in the future. However, new competitors were expected to enter the category, and cost of goods had seen recent increases. The manufacturer sought…
Product Positioning Optimization
A packaged goods manufacturer was launching a new, premium product and sought to create a consumer-based prioritization of its communication strategy by identifying the top message combinations for its positioning. The manufacturer was constrained by a limited media budget and needed to maximize the ROI of its positioning efforts. RSG presented consumers with two varying…
Natural Food Product Line Optimization
RSG’s client, a packaged goods manufacturer, held the leading market share in a rapidly-growing natural food product category. Beyond their broad line of current varieties, they had developed a large “pipeline” of future products to launch over the next year. However, it was not clear what combination of varieties would maximize sales, and whether consumers…
Household Cleaner Concept Evaluation
A household products manufacturer needed to make a go / no-go decision on a new product. If they decided to move forward with the product launch, they also needed to understand its target consumer and preferences for label design (e.g., scent names, messaging). RSG worked with the client to design and implement a study to…