Project Background
Donegal Creamery is a leading dairy produce manufacturer in Ireland. Since their start up in 1898 they have been supplying dairy products to Ireland, Brazil and the Netherlands.
Donegal Creamery commissioned iReach Insights for testing the attitudes of the consumer and non-consumers of Donegal Creamery products for the newly designed packaging. This package testing consisted of the real-time handling, tasting and judging of the newly proposed design.
Methodology
iReach Insights used a Qualitative approach to find out the attitudes of Dairy products users for the new design of Donegal Creamery. iReach Insights used a Focus Group consisting of 3 different cohorts to find out the uncovered truth. Skilled moderators where able to listen to arguments which were and weren’t said in order to gain understanding of their opinions. Variables such as milk purchase behaviour, brand attitude were asked prior to the main content of the Focus group, this to understand the opinion of the consumer towards the brand and product. In order to maintain an unbiased and neutral perspective, the initial package was shown unbranded. This to gain insights into how the package was perceived without the branding having impact on the design.
Insights
Further key aspect which were addressed were influencers on purchase decisions, price expectations and the extent to which the package would stand out in the shelves.
iReach Insights considered this Focus Group as successful because it gave great insights which helped Donegal Creamery to justify their decision towards design, and gave them the feedback they needed to proceed with the production in the future.