Cookies
New Packaging

In-Store Ethnographies
- Buyers of premium cookies

Shoppers have upfront preferences, but do compare brands and pricing in store. Strong ability to enhance branding.

Gourmet Coffee
Entering Market

Focus Groups
- Buyers of premium coffees


Home Use Tests

Strong overall look, with improvement needed to
differentiate SKUs.  Some fine tuning needed on
descriptors. 

Strong differences between varieties provides insights on creative and in-store emphasis.

Olive Oil
Declining Share

Focus Groups
- Regular users of olive oil

Mall Intercepts to evaluate packaging alternatives

Need to enhance label.  Focus on different aspects of heritage and product line.

Selected a new label design that has been placed in the market and is driving sales increases.

Retail Shopping
Increase Share

Focus Groups
- Multi-tier shoppers from several areas

Telephone Survey
- Several towns

Awareness is a key issue; must increase trial.  Food assortment and environment are crucial in enhancing appeal.