What happens when one of India's most popular comfort foods ventures out of its comfort zone?
Think noodles... but not the regular dish of spicy, savory noodles. Instead, imagine soft noodles mixed with milk and a slightly sweet taste, aimed at providing an all-new breakfast experience.
It was an intriguing offer which was put forward by a prominent Japanese noodles brand for noodles in India, which it was looking to explore a new range of products for.
MarketGenics did a quantitative product test in Bangalore with two very different and relevant consumer groups – kids 10 to 14 and young adults 21 to 25.
Concept to Consumption
Is it really a groundbreaking new product, or an idea that's feasible in theory but not in practice?
The research was intended to be more than a concept reaction. A total of 200 respondents, split 50:50 between male and female, were recruited who consumed Cup Format Noodles regularly. The interviews were held at a Central Location in Bangalore by trained MarketGenics interviewers, where participants have the opportunity to experience the product and give structured feedback.
The sequence was intentionally simple.
- Firstly, the concept was demonstrated.
- Thereafter, the product was tested for taste.
- Last, but not least, the consumers were questioned about their actual impressions.
This enabled the research to respond to two important questions separately:
1. Concept: Go or No-Go?
Would consumers be receptive to the notion of a sweet milk based noodle offering?
2. Product: Go or No-Go?
When they actually tried it, did the product prove to be what it promised to be?
Overall acceptance and appeal, sensory experience, uniqueness and purchase intention were examined in the product test.
This separation between concept appeal and real product experience was a significant one.
A familiar food in unfamiliar territory
In the consumer's mind, noodles have traditionally been firmly in the savory category. Adding milk and a slightly sweet flavor to the noodles right from the start, then, introduced a conflict of familiarity and novelty. The consumers would be able to grasp every ingredient separately. However, these two combined presented an old thought process; noodles are a savory meal or snack and not a breakfast cereal.
This lack of familiarity resulted in curiosity for some participants.
“Does this sound like something I'm going to eat in the morning?
One of the biggest take-home lessons from the research was that question.
The “breakfast cereal” claim sometimes didn't sound right, especially to parents and young people. The feeling that was created by the category seemed to affect the consumer's assessment of the product.
The option could be to develop a new consumption territory altogether, instead of forcing the noodles into the traditional breakfast-cereal box.
The flavor formula: Sweetness + noodle mentality
Moderately sweet flavor was novelty, but older adults still carried in their preexisting taste for savory noodle flavors for the evaluation.
Curiosity was one of the attractions of the children.
A direction that is sweet and savory might help maintain the fun and novelty of the concept but also make it more “noodle” like.
If it's a product with milk and sweetness in it, the consumer would naturally anticipate something that looks creamy, appetizing and comparatively natural.
The study identified the potential to improve softness and creaminess of noodles, especially from children's point of view. It was also necessary to provide a system that would allow the particles of seasoning to dissolve or blend evenly into the product experience.
The question becomes:
“Is it possible to substitute cereal with noodles?”
to:
Where would you like to love to have this?
It's a much more fascinating understanding space to start a new product.
Managing expectations is part of the product
An important takeaway from the research was the idea that what one expects, can indeed make or break a trial.
The consumer's perceptions of the product were influenced by his or her familiarity with breakfast cereals when he or she was led to believe that it was a breakfast cereal.
The experience of eating then becomes different — even if the product is good — which can lead to disappointment.
Communication could thus be a key factor.
Consumers should be aware of what they are buying:
Not a typical cereal grain.
Not traditional noodles.
A playfully sweet and decadent noodle experience, though.
If there is a match between the promise and the experience, the consumer will make a judgment about the product based on its own merits.
So, is it a Go?
The study had two points of decision for the client:
Determine if the concept is acceptable or not.Concept acceptability: Go/No-Go
and
Determine product acceptability — Go / No-Go
It wasn't such an exponent, however, as the cues that came between these two decisions – the fine-tuning of the proposition.
The research showed that the opportunity might not be to just launch the product as designed.
Rather, there is opportunity to redefine the event, enhance the sensory experience and make the offer more accessible to consumers.
Channeling curiosity to sales
The last obstacle every product with an innovative idea needs to overcome is:
“Will I really purchase it?”
While novelty may spark curiosity, curiosity will not necessarily drive sales.
Purchase intent was relatively low, so lowering perceived risk of trial may be significant.
Encouraging people to try something new without making the initial purchase seem like a commitment might be accomplished through small trial packs, promotional offers and limited-edition flavors.
In the case of an unusual product, trial can be the initial marketing goal.
Consumers will have a taste of a product and that will be able to speak for itself.
What MarketGenics uncovered
The importance of product testing goes beyond assigning a score to a new product.
It's about the difference between what consumers are told, what they expect, what they get, and what they are willing to pay for.
The study gave this top Japanese noodles company a framework for that pathway – from concept reaction through to actual tasting, sensory evaluation and purchase consideration.
Research at a glance
Research Partner: MarketGenics
Client: Leading Japanese Noodles Brand
Market: Bangalore
Method: Quantitative structured product testing
Setting: Central Location
Respondents: Regular Cup Format Noodles consumers
Age Groups: 10–14 years (Kids) and 21–25 years (Young Adults)
Gender: 50% Male / 50% Female
Evaluation: Concept acceptability, product acceptability, overall appeal, sensory attributes, uniqueness and purchase intention