Case Study: Market Validation and Package Design Testing for a New Brand
Fractional CMO Tim Rayl combines targeted market research and strategic packaging design to reveal consumer preferences, streamline product offerings, and equip the client for a confident brand launch.
This case study explores how Tim Rayl validated the potential for a new consumer-focused food brand. Facing the uncertainty of launching multiple new products in a competitive market, the client sought data-driven insights to identify viable offerings and refine its branding approach. The project provided comprehensive market intelligence and actionable guidance, equipping the client for success.
Background and Challenge
A wholesale food producer (client) was preparing to launch its first consumer-focused brand with a line of seven nut-based products in the U.S. market. Before investing in full product development and marketing, the client needed to validate the market opportunity and shape the brand strategy. Key objectives included identifying the target market, assessing consumer demand for each of the seven product concepts, and determining acceptable price points. Additionally, our team developed multiple packaging design concepts aligned with two potential brand names, which we tested to identify the branding and packaging most likely to resonate with consumers. The overarching challenge was to ensure that only the most promising products and optimal branding approaches would advance toward launch—minimizing the risk of costly missteps.
Approach
The project was executed in two phases: an initial market research survey to evaluate product viability, followed by a package design test to refine branding and packaging. In the first phase, we designed a comprehensive online survey targeting U.S. adults 18+ who are grocery decision-makers and who purchase similar products for themselves or their families. Using a statistically valid sample (95% confidence level, ~4% margin of error), we gathered unbiased data on consumer behaviors, preferences, and purchase intent for each of the seven proposed products. The survey included questions about past purchase behavior, likelihood to buy each new product at various price points, and perceptions of the two brand name options.
In the second phase, we focused on packaging. Our team developed four distinct package design prototypes for each of the two brand concepts (eight designs total). We then deployed another online survey to a new sample of U.S. consumers fitting the same profile as the first phase (buyers, representative by age/region/gender). In this survey, respondents were shown sets of packaging images in a simulated store choice task. Each set contained one of the new brand designs alongside three competitor packages. Participants had to choose which product they would be most likely to put in their shopping cart, and follow-up questions probed why they chose that package. After evaluating all designs, the top-performing design from each brand was put head-to-head (including measuring brand perception on a 10-point scale) to determine the overall winner. Throughout both phases, industry best practices were applied to ensure unbiased questions and valid sampling, and the client team reviewed all research materials before deployment.
Market Research Findings
The initial survey provided a wealth of insights into the target market and the viability of each product idea. We confirmed that the client’s target consumers represent a substantial market (approximately 100 million adults). Within this group, 77% reported eating walnuts at least once per month and 45% at least weekly, indicating a strong baseline interest in nut products. Notably, 44% of all respondents showed high purchase intent (responding “Very Likely” to buy at least two of the new products at certain price points), marking them as “Top Prospects” for the brand. These top prospects formed an enthusiastic consumer segment that the client could target first.
Crucially, the research tested seven distinct walnut-based product concepts (ranging from traditional nut products to innovative new formats). The results clearly indicated that four out of the seven products had strong consumer appeal, while three had weak interest. For the four promising products, a significant portion of consumers expressed likely purchase intent and we were able to identify the optimal package size and price point that maximized their interest.
In contrast, the other three product ideas appeared to be non-starters. We discovered these were niche offerings that had very low familiarity and uptake – only about 10–15% of respondents had purchased these in the past year, and those samples were too small to even determine a reliable price willingness level. The lack of data (and low usage incidence) for these items signaled insufficient demand. In short, the survey validated that four product concepts were market-ready opportunities, whereas three concepts would likely struggle if taken to market. This finding was instrumental in trimming down the product roadmap to focus on winners and avoid investment in products that consumers weren’t ready to embrace.
The market research also shed light on why consumers were interested (or not) in these products, which helped inform the client’s branding and messaging. Respondents rated the importance of various product attributes, and the top factors they cared about were very clear. These insights guided the client on what selling points to emphasize on packaging and in messaging.
We also tested perceptions of the two potential brand names (each attached to the product concepts in the survey) to gauge brand positioning. Although we will keep the actual names confidential, the findings showed a contrast in how the names were perceived. One name, which had a more wholesome or traditional feel, was perceived by consumers as conveying purity, simplicity, freshness, and even higher quality, but also as being more affordable (less expensive) in image. The other name, which was shorter and more modern-sounding, came across as trendy/modern but did not evoke the same sense of quality or purity. This indicated that the first name aligned better with the natural and wholesome positioning of the products. However, name perception was only one piece of the puzzle — the second phase would reveal how the brand names performed when actually applied to package designs in a competitive context.
Package Design Test Findings
In the packaging design test, respondents gave clear feedback through their choices about which packaging designs caught their attention and compelled them to consider purchase. The results of this study provided actionable direction on both the winning design elements and the preferred brand identity for launch.
First, each brand concept’s designs were evaluated against each other and against real competitor packages. For the more traditional brand concept (Brand A), one specific design (let’s call it Design A2) consistently outperformed the other three variations of that brand. This winning design featured a clean layout with a transparent window showing the product, a resealable zipper top, and an attractive color scheme – elements that aligned strongly with the consumer preferences identified in the first survey. Respondents noted that being able to actually see the walnuts through the package and knowing it could be resealed for freshness were major draws, along with the appealing color and a prominent, trustworthy brand name on the label. These attributes were exactly the top drivers from the earlier research, now validated in practice as influencing purchase decisions on the shelf.
For the modern brand concept (Brand B), a different design (Design B4) emerged as the favorite. In fact, when all the designs (across both brand identities) were put into head-to-head testing with competitors, this Design B4 was the top performer overall, slightly outperforming Brand A’s best design as well as the competitor brands’ packaging. In other words, consumers most often chose the product with Brand B’s winning package when faced with a shelf set of options, indicating that it had the strongest shelf appeal. This was a significant finding, as it suggested that despite the first brand name’s "pure and wholesome" image, the combination of Brand B’s name with its superior design was more effective at capturing attention and interest in a competitive scenario. Additional analysis helped explain why: Design B4 excelled on 10 of the 17 key packaging attributes that influence shoppers, more than any other design. Notably, it scored highest on having the product visible, an attractive brand name presentation, and overall visual appeal. It’s possible that the modern brand name, when coupled with a well-executed design highlighting natural cues (like imagery of the nuts and clear packaging), gave it both a contemporary vibe and credibility, whereas Brand A’s design, though good, came off as a bit more conventional.
Another insight from the follow-up questions was why people chose the packages they did. Consumers frequently mentioned that the winning design looked the most “authentic and fresh,” that they “liked seeing the actual product,” and that the package looked “easy to reseal and use again.” These qualitative responses reinforced the quantitative metrics: the most successful packaging was the one that effectively conveyed quality and transparency (literally and figuratively). Meanwhile, designs that lacked a window or had busier graphics were often passed over – some respondents said they couldn’t tell what was inside, or that the design looked less natural or too generic. This feedback was invaluable for our creative team, as it pinpointed exactly what visuals and messages resonated with the client's target audience.
By the end of this phase, the research clearly pinpointed which brand name and packaging design the client should launch. The data indicated that the client’s best bet was to proceed with the modern brand concept (Brand B) using the Design B4 packaging, as it would likely attract the most customers. However, it also showed that incorporating the strengths of the other concept’s design elements (especially transparency and a natural look) was crucial. Fortunately, the winning design already did this. Essentially, consumers voted with their eyes and their clicks for the packaging that combined modern branding with natural-product transparency and convenience.
Outcomes and Impact
Armed with these research insights, the client was able to make informed, confident decisions and achieve a number of positive outcomes. Below are the key impacts of the project on the client’s business:
Focused Product Development
Out of the seven initially planned products, four were confirmed as viable in the market. The client redirected resources to these high-potential products and avoided investing in three niche products that showed little consumer demand. This prevented a considerable waste of product development costs and marketing budget. This focus meant the launch lineup would consist only of products with proven appeal, increasing the likelihood of success in-market.
Optimized Brand and Packaging Selection
The research decisively identified which brand identity and package design would attract the most customers. The client was able to proceed confidently with the favored brand name and its top-performing packaging design because these choices were backed by consumer preference data. By discovering which brand and design consumers found most appealing, the client could launch with a brand look-and-feel that is positioned to stand out on the shelf. Just as importantly, because we uncovered why that design was preferred (e.g. clear packaging, resealability, color scheme), the final packaging incorporated those elements to ensure it would compel shoppers to pick it up and put it in their carts.
Stronger Marketing and Messaging
The detailed findings about consumer motivations provided the client with clear direction on crafting compelling marketing messages. Insights revealed that the target audience cared deeply about natural ingredients, transparency, and authenticity. With this knowledge, the client was fully equipped to emphasize these themes in future branding and advertising. The research also guided go-to-market strategy, with investments focused on the channels most likely to engage their core consumers.
Data-Validated Pricing Strategy
The willingness-to-pay analysis gave the client concrete guidance on pricing each product. They could set product prices in line with the thresholds identified in the study to maximize consumer purchase interest. This data-driven pricing approach meant the client could be competitive while still maintaining healthy margins, and it provided confidence in the business case for each product. Essentially, the client’s revenue projections and unit economics for the new line were now grounded in real consumer input, reducing the risk of overpricing or underpricing at launch.
Evidence-Based Go-to-Market Decisions
The project gave the client an empirical foundation for their go-to-market strategy. Internal stakeholders gained confidence because decisions were backed by robust data. The research helped the team avoid pitfalls (such as launching a product that would have likely failed, or using a brand name consumers didn’t connect with) and instead focus on a strategy with validated appeal. By identifying the ideal target consumers and what matters to them, the client could tailor the product positioning, packaging, and marketing directly to that audience. This initiative set the stage for the client to proceed with product development and a successful brand launch.
Conclusion
This case study highlights how a combination of market research and design testing can significantly de-risk product launches by guiding companies to invest only in concepts that resonate strongly with customers. The engagement provided critical clarity on which product ideas had true potential, preventing significant investment in non-viable offerings. Equipped with data-driven insights into consumer preferences and optimized branding strategies, the client was positioned to launch with confidence. Their experience powerfully illustrates how upfront research delivers tangible business value by eliminating guesswork, preventing costly missteps, and ensuring preparedness to meet market demands.