Millennial moms in Southeast Asia are time-pressed dinner superheroes. They juggle work, household chores, and parenting, all while ensuring their family enjoys delicious and nutritious meals. A crucial part of their cooking arsenal is a set of secret cooking ingredients – spices and condiments – that add flavor and depth to their dishes.
As tech-savvy millennials, they are always looking for new experiences and ways to enhance their culinary skills. When a client approached Assembled with the idea of launching a new flavor in their food-related category in Manila and Bangkok, we knew we had to involve these millennial moms in the concept testing process.
In-Depth Interviews with Senior Moderators
To uncover the flavor secrets of millennial moms in Southeast Asia, we assembled a diverse group of 40 participants from Manila and Bangkok. All participants were heavy users of two major food spice and condiment brands.
Our comprehensive research process included 90-minute in-depth interviews and tech play with senior accredited moderators from our panel. These interviews allowed us to gain insights into their cooking habits, flavor preferences, and product usage, as well as their reaction to the client’s new flavor concept.
Concept Testing for a New Flavor Launch
Our approach was immersive, engaging, and interactive, with participants coming together for over 60 hours of concept testing. Through these discussions, we were able to gather valuable insights necessary for crafting compelling creative campaigns and taglines.
Efficient Research Process
Our efficient timeline allowed us to complete the comprehensive research process in just two weeks, including recruitment and fieldwork. We quickly delivered valuable insights and actionable recommendations to our client, enabling them to successfully launch their new flavor in Manila and Bangkok.
Key Findings and Recommendations
Through our research process, we were able to uncover the flavor secrets of millennial moms in Southeast Asia. We found that these moms heavily rely on a combination of traditional and modern spices and condiments to create unique and flavorful dishes. Our research also revealed that these moms are always looking for new and innovative products that can enhance their cooking experience.
Based on our findings, we provided our client with recommendations on how to effectively market their new flavor to this important target market. By co-creating innovative communication strategies with engaged and insightful millennial moms, we helped our client to understand the needs and desires of this important target market.
At Assembled, we understand the importance of involving consumers in the product development process. By conducting concept testing with millennial moms in Southeast Asia, we were able to help our client successfully launch their new flavor in Manila and Bangkok. Our efficient research process, comprehensive data analysis, and actionable recommendations ensured that our client could meet the needs and desires of this important consumer group.
If you’re looking for a market research agency that specialises in product testing, consider working with us.