Raybern's
Gathering feedback on proposed messaging
Focus Groups - Competitive Analysis - Messaging
Challenge
Raybern's was in the process of launching a new line of grilled melt sandwiches, but they were debating how to communicate the new product to consumers. They also had not tested the different flavors or packaging of their new product. The Marketing Director at Raybern’s came to us to get the consumer input they desired before full-scale production and printing.
Approach
To determine how best to talk about their new line of sandwiches and what, if anything, should be changed before launch, we aligned on focus groups of 6 to 8 respondents per group.
We leveraged social media to recruit potential consumers and screened them through short, 15-minute qualifying interviews.
We developed a thorough discussion guide and accompanying stimuli for testing, and then we moderated the groups to get the feedback needed on the product, packaging, and messaging.
Result
The sessions helped pinpoint that the ideal message communicated the emotional benefits vs. product attributes. And it led to consumer testimonials about the product that the team could use in future marketing communications.
