Transactional Testing: A Tale of Two Beverage Innovations

One of the things I enjoy most about my role at Mission Field is the opportunity to run in-store tests for our clients. Disruptive innovation requires a deep understanding of shopper behavior and in-store performance. In-store testing helps our clients make products that stand out on store shelves and build momentum toward launch.

By the time we get to in-store testing, a new product has often gone through multiple rounds of virtual or conceptual tests. But the grocery environment is a tough one to stand out in. You can’t know how a consumer is going to respond until you get the product on shelf.

What a multi-month test revealed to one beverage company

For example, recently we worked with a beverage company on a new product for which in-store tests revealed a gap between anticipated success and real-world performance. Initially, the product received stellar ratings in BASES. We placed it in major grocery stores in Northern California, which was a strong fit given the brand’s established identity and consumer base.

Despite favorable consumer intercept feedback during sampling events and its appealing attributes—lower sugar content than soda, enhanced flavor compared to sparkling water, clear packaging, and competitive pricing—the product failed to meet expectations during a four-month test period.

Our major insight wasn’t about product quality or consumer preferences, but rather about in-store placement. Placing the product in a certain aisle, although logical from a category perspective, proved ineffective due to low foot traffic and limited visibility. Consumers, even those familiar with the brand, overlooked the product amidst the sea of options in a less frequented aisle. And in the premium drinks section, with higher foot traffic, performance was also suboptimal due to its association with unfamiliar brands.

This real-world scenario highlights the stark difference between consumer behavior in controlled settings and actual shopper decisions in retail environments. Despite positive pre-launch indicators and consumer feedback, the product struggled to gain traction due to visibility and placement challenges—a crucial aspect often overlooked in traditional market testing.

But when product attributes and placement align …

On the flip side, our experience with a new sparkling water brand showcased the power of strategic placement and consumer-centric packaging. Despite lacking brand recognition, this innovative product with distinctive packaging and appealing flavors became a sensation, consistently flying off the shelves and garnering a dedicated following. The product aligned product attributes, packaging, pricing, and placement, which collectively attracted consumer interest and resulted in market success.

These experiences underscore the importance of holistic product testing that considers not just consumer preferences but also shopper behavior, in-store dynamics, and competitive landscapes.

As marketers and product developers, it's imperative to bridge the gap between consumer insights and in-store realities, ensuring that products not only meet consumer expectations but also stand out and resonate within retail environments.