Curion and Kraft Heinz: Understanding Key Attributes for Consumer Acceptability of Products

Launching a product in-market can cost millions of dollars only to fail due to lack of consumer purchase or repurchase. While lack of consumers’ enthusiasm toward a product can be attributed to poor product design, many products just fail to meet consumers’ expectations.

To design a highly appealing product, it is helpful to understand key attributes that relate to consumer acceptance and those that will help you differentiate your product from competitors.

Curion PROP™ is an experimental approach that pairs consumer liking data and product attribute intensity ratings to determine the most important sensory attributes that predict product preference. In other words, PROP™ will identify your product’s key competitive strengths and vulnerabilities.

Using Curion PROP™, Kraft Heinz was able to understand where they stood amongst their current competitors and retain their category lead under the Oscar Mayer brand.

3 takeaways:

• Curion PROP™ is available to every company in the product development process.
• Learn key steps that are involved in the Curion PROP™ process.
• Understand Curion PROP™ deliverables that aid in new product development and product reformulations.