Case Study
Repositioning of a CSD in Africa Considering Post-covid Behavioral Shifts
Industry
CPG & Retail
Solution
Speed Testing For Go/No-go
Market
UK, Germany, France
Business Problem
Borderless Access assisted a CPG company in comprehending the evolving mindset of African consumers towards healthier lifestyle habits and how it could position its beverage line in a post-covid era. Through our speed testing solution, we identified key trends and insights regarding the sustainability of this health-focused trend in the “new normal.”
What & How We Did It
- We utilized BOT-enabled research on WhatsApp for efficient data collection and offered media rich content to the client, enabling direct brand-consumer interaction
- We provided real-time consumer data integrating qualitative and quantitative feedback
Key Insights
- Keenness towards health habits adopted during the pandemic may slow down in the “new normal,” with taste and sweetness being significant barriers to considering diet CSDs, leading to attitude-behavior gap.
- When it comes to Diet CSDs, sweetness in the beverages is a major driving factor and can be a barrier to acceptance
Client Impact
Through our speed testing capabilities, the CPG major derived critical insights on consumer habits and perception of healthy beverages which helped them innovate and add value in alignment with the newly shaped behavior. The company positioned the diet CSDs in a way that’s inclusive and enhances the taste experiences without compromising on the sweetness element.
