The following case study summarizes the results of research for a potential new product - lavender flavored ice cream. An outside research firm conducted a randomized taste test to learn more about what consumers thought. The goal was to learn whether consumers liked the product as is or if the formula of the product needed to be changed prior to launch. The firm conducted the test with 1,000 participants with both genders included and a variety of ages (between 7-55). The respondents tasted the proposed lavender ice cream and an unbranded competitor ice-cream with a similar flavor profile.

• Product A - proposed lavender ice cream
• Product B - competitor ice cream

Survey Results

QuestionResultsScaleHow much did you like Product A?3.2 ON A SCALEOF 1-5

How much did you like Product B?3.9 ON A SCALE OF 1-5 (1 is min, 5 is max)

Did you prefer Product A?40% Out of 100%

Did you prefer Product B?60% Out of 100%

How would you rate the taste of Product A?5.1 ON A SCALE OF 1-7

How would you rate the design of Product A?2.9 ON A SCALE OF 1-7

How would you rate the boldness of Product A?4.2 ON A SCALE OF 1-7

How would you rate the smell of Product A?6.0 on a scale of 1-7

Would you buy Product A if it was available in the store? Yes = 25%

How often would you buy Product A if it was available in the store? Every 2 weeks

Answer the following questions:

• Which of the two products did the participants prefer based on the indicators above?
• What are the strongest positive preferences for Product A? What are the biggest negatives?
• What are some other questions that should have been included in the research study? List three additional questions.
• What would a business do if it had to make the decision to launch the product or to reformulate it? Why?
• Explain why this type of research is important for marketers when they are launching new products in the market.