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Concept Testing - case study

14 Oct 2022

Concept Testing - case study


Associating ‘value for money’ and ‘quality’ with the travel brand expansion accounted for 70% of respondents.

‘Quite interested’ in the travel service ranked highly, with only 2% deterred by the idea.

Average price assumption ranked higher vs average. But price was also the leading driver for selecting their current travel provider.

Return on investment:

The brand used the results internally for strategy (pricing, marcomms), with their shareholders, and with their third party provision partners.

Their premium positioning was inline with alternative ‘B’, which helped shape their competitor market position.

The extension added 4% yoy revenue to their retail chain, and has so far hit targets in yr one.