Case: Läkerol

Qualitative online surveys led to the launching of new taste variants

Innovation is and has always been a vital prosperity factor over the years for Läkerol who celebrates 100 years in 2009, says Fredrik Sjöström, International Brand Manager for Läkerol at Leaf. At the same time we are careful about adapting innovative survey methods.

In order to test a number of different ideas we began with qualitative online interviews, says Fredrik. Zapera did the interviews in two groups, each containing 8-10 members who were consumers of Läkerol. The work begins with the moderator chatting with the participants for about two hours. Afterwards she conferred with me, says Fredrik. The next evening the chat with the respondents continued with new problematics that were changed as a result of our common analysis of the results from the first night. The results were matched again and subsequently a last chat with the members of the group was completed.

We had great use of the qualitative survey, says Fredrik. First we combined the newly found insight with another study that was conducted simultaneously with Zapera’s study. The next step was to do a concept study, also through Zapera.

In this stage a more finished concept was tested, which was based on naturalness and refreshing taste richness. The innovation was first of all based on that the pastille contains real pieces of fruit and secondly that the new taste variants were so called super fruits, which is a term for particularly healthy fruit. After the concept test the respondents got the opportunity to try a number of new taste variants in a study where samples were sent to them by mail.

In conclusion this ’concept and use study’ and a number of sensory tests led to the launching of Läkerol Pomegranate and Pitaya. These new variants were launched on the market in May 2008 and have so far had great sales progress. We on Leaf always try to work in this methodical way and we cooperate with Zapera to a large extent, Fredrik concludes.

Source: Understanding People, Issue 30, September 2008