Uncovering the Impact of a Formula and Package Change
Following a dramatic decrease in sales and star rating, a top CPG manufacturer wanted to understand the drivers behind this decline—a recent formula and package change were in question.
The client wanted to understand:
1. What the consumer experience was like before and after the product changes
2. What caused the shift in star rating
3. Two key competitors’ performance as a point of comparison
With the goal of improving their sales and star rating.
Through 4Sight’s Brand Insights Miner capability—leveraging quantitative and qualitative analytics across reviews—the brand was able to:
Determine that the formula change was a primary driver behind the decline
Identify that their loyal consumer base was very disappointed with the changes, while new users were less upset
Understand how the consumer experience had shifted from pre to post-change, including what caused the shifts—product experience, visual cues, etc.
Determine their performance relative to two leading competitors, helping to identify which of the five key issues to address first in hopes of improving sales and star rating
Developed a plan to proactively address the consumer issues with multi-channel outreach
Identified solutions for incentivizing new users to purchase the product
Created a plan to assess whether to re-formulate the product
Future NPD Process and Launch Strategy
Now leverage 4Sight to monitor and track new launches and re-launches