Blind Product test for two whisky blends against competitions | End to End Research
Study Objective
Key objective of this study was to evaluate two new whisky blends of the client against two key competitions (Mc Dowell’s No. 1 & Imperial Blue)
In this regard, the study assessed :
- Spontaneous reactions to the blend post tasting
- Overall appeal along with key likes and dislikes
- Evaluating the blends on both appearance and taste parameters like- color , taste, flavor, aroma, aftertaste, smoothness etc.
Target audience & Sample design
- Regular drinkers
- Consuming Whiskey at least 2-3 times a week
- Age- 25 – 60 years
- MHI: 40-75K per month
- SEC: A & B
- Most often consumed brands : (Mc Dowell’s No. 1, Imperial Blue)
Centers
Gurugram
Research Approach: Central Location Testing
Proposed research was done using Central Location testing format
Quantitative research
Methodology: Monadic Sequential
Total 3 Blend Samples were made available marked as 101, 102, 103/104
Order of testing
Exposure to 101: Feedback to 101
Exposure to 102 : Feedback to 102
Exposure to 103 : Feedback to 103/104
At the end, preference was checked amongst the 3 blends consumed 101 vs. 102 vs. 103/104
Central Location Test
- Test was conducted in a central location test format, at a Hotel venue in Gurugram
- Respondents were invited to the central venue and given the blends for tasting
- Volume for each sample severed was 30ml
Blends were rotated to avoid order bias
Evaluation Parameters
MarketGenics Team prepared feedback form considering the following parameters:
- Taste
- Smoothness
- Smell
- Colour
- Mouth feel
Successful Completion
The CLT was conducted on a Sunday in Gurugram and 65 respondents had participated. The entire process was completed in record 6 hours time.
On the basis of the responses, a market research report was prepared by our research team, which was presented to the client.