Client Goal
Determine where shoppers would most naturally expect to find a new crispy baked cracker line: in the cracker aisle or in the salty snack section where the brand was already well established. The team also wanted to understand how placement would shape usage occasion and whether placement in the cracker aisle could attract new shoppers to the franchise.

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Decision at Stake
Which placement would give the new line the strongest chance of success: the cracker aisle or the salty snack section?

 

Background
Previous research had not resolved these critical questions. The team needed real-world consumer validation to make a confident final decision and build a stronger sales story.

 

What We Did
We designed and executed an in-store research experience in a chain grocery setting aligned to the product’s target shopper. This included live product placement testing, a branded demo staffed by AND researchers, more than 250 shopper interactions, and 33 intercept interviews conducted over a single weekend. A focused insights report was delivered the following week.

 

 

What Changed
The work produced conclusive direction that placement in the cracker aisle was the stronger choice for the franchise. It also clarified how to support launch communications by signaling to existing brand shoppers where to find the new line.