Case Studies
Line Optimization/TURF/Volume TURF
Out with the Old, In with the New
A series of research studies in a personal care category was conducted to anticipate the impact of extensive restaging of the client’s brands in the future.  The studies were designed to estimate shifts in unit volume and dollar share under different restage scenarios, with the objective of identifying those scenarios having the greatest likelihood to increment volume and share with the least amount of cannibalization.  Packaging, positioning, advertising/promotions, new product introductions and presence/absence of current products were all tested using a simulated purchase methodology and realistic store shelf stimulus.  Cannibalization and source of business dynamics were of particular interest.  The client was able to pursue the most promising scenarios for lifting sales, with solid diagnostics about the likely effects on the restaged brands and their competitors.
Sniff Out the Winning Design
This research explored different design/color package options for the launch of an attractive scented household product.  Respondents viewed photos of the designs via the Internet and sorted them based upon interest in purchasing, as well as for the designs’ fit with the fragrance and the respondent’s home décor.  TURF analysis determined the combinations of three designs that would maximize consumer reach for the initial three-fragrance launch
Support the Line Up
A line optimization study was conducted for a multi-flavor personal care brand, using Mindseye’s “shelf impact” and volumetric TURF approach.  The results identified the optimal number and identity of flavors that the brand could support in its lineup and still generate incremental unit sales in a crowded category.  The information was used by the brand and product development teams to focus their resources on the “best” product lineup.  Importantly, as category captain, the client brand was able to create a compelling case with the trade for increasing its presence on the shelf while decreasing its competitors’ presence.
Sort Out Success
An optimization study was conducted for a new outdoor leisure product in order to systematically quantify the best way to write the concept and design the product and its features. The study also identified the optimal mix of “refill” types. Separate conjoint card sorting exercises were executed for the communication elements and product features. The end result was the creation of a statistical model to estimate trial for all possible scenarios of concept elements and product features. A volume TURF analysis determined the optimal line size and configuration of refills.
 

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