Young’s
Young’s Seafood Screening Multiple Concepts
3Gem helped Young's Seafood screen 24 product ideas to identify which had the best potential to develop further.
We designed a custom-built, 20-minute online interview, with a sequential monadic methodology and interviewed 2,000 frozen fish buyers to identify the top 3 performing ideas based on KPIs.
The Challenge
Identify winners from 24 concepts
Young’s Seafood, a client we have been working with since 2015, had a large number of new ideas they wanted to screen, in order to identify 3 winners to take forward into further development stages.
We were challenged to create a simplified study that provided a consistent set of KPIs for each concept and a database that created an average for each one to be compared against.
The Methodology
A Custom-built Concept Screener
Our Innovation Specialists used their 20+ years of NPD research experience to develop a 20-minute online interview, using a sequential monadic methodology, that allowed respondents to evaluate 6 out of the 24 concepts.
We spoke to n=2000 frozen fish buyers, with quotas set to ensure we got a minimum of n=100 Iceland shoppers per concept – Iceland is a key frozen food retailer in the UK.
The survey included all the standard KPI measures associated with NPD, including appeal, purchase intent, new & different, brand fit etc., as well as custom questions.
The Outcome
Clear Idea Recommendation
Using the benchmarking databases we created, we were able to identify the top 3 performing ideas, based on their overall performance across the KPIs, allowing Young’s Seafood to focus their attention on the ideas best placed to succeed in the market.
Category Insight Director, Young’s Seafood
“As we operate in an exceptionally fast-moving industry, we often need research that can be turned around in a matter of just a few days. Young’s have been working with 3Gem for over 8 years, and in that time, they have become one of our most trusted partners, working on many category, branded, retailer branded as well as international projects. 3Gem brings together the strengths of a global insight firm, but with the agility and speed of a local agency.”
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