Our client, a leading FMCG brand in India, sought to evaluate and improve their premium biryani rice product. They needed comprehensive insights into consumer preferences and product performance to refine their offering and strengthen their market position.

Project Goals

The primary objectives of the product testing were as follows:

• Evaluate the acceptability of the biryani rice product across various parameters

• Gather detailed feedback on product quality

• Assess consumer willingness to switch from existing biryani rice brands

• Understand preferred cooking methods and their outcomes

• Identify consumer expectations for biryani rice

Our Approach

We designed a robust research methodology to gather in-depth insights:

1. Comprehensive Testing Design:

   • Implemented a Monadic design using blind (brand-masked) product testing

   • Created two panels of respondents, testing four product samples among 60 respondents

   • Each respondent evaluated 2 samples on various attributes related to pre-cooking, during cooking, and post-cooking phases
     
     

2. Diverse Research Techniques:

   • Conducted Quantitative In-home Use Tests

   • Employed Computer-Assisted Personal Interviewing (CAPI)

   • Included videography of live cooking for 20 respondents per city
     
     

3. Targeted Sampling:

   • Total sample size: 180 respondents across three cities (Madurai, Davanagere, Cochin)

   • Target segment: Women aged 20-45 years (30% working, 70% homemaking)

   • Focused on consumers using branded Seeraga Samba, Jeera Rice, Jeerakasala, or Kaima rice
     
     

4. Comprehensive Evaluation Criteria:

   • Overall Liking

   • Cooking Methods

   • Mouth Feel

   • After Taste

   • Product Acceptance and Recommendation

Key Findings

Our research yielded valuable insights across multiple dimensions:

1. Overall Liking: The product received positive feedback, with a majority of respondents expressing satisfaction with the rice quality.
   
   

2. Cooking Methods: We identified preferred cooking techniques that yielded the best results, providing crucial information for product instructions and marketing.
   
   

3. Sensory Evaluation: Detailed feedback on mouthfeel and aftertaste helped pinpoint areas for potential product refinement.
   
   

4. Product Acceptance: A significant portion of respondents showed willingness to switch from their current brands, indicating strong market potential.
   
   

5. Regional Preferences: We uncovered valuable insights into regional variations in cooking methods and taste preferences across the three test cities.

Results and Impact
Actionable Recommendations

Based on our findings, we provided the client with actionable recommendations:

1. Product Refinement: Suggested specific improvements to enhance texture and taste based on consumer feedback.
   
   

2. Marketing Strategy: Developed targeted messaging highlighting the product's unique selling points identified through the research.
   
   

3. Packaging Optimization: Recommended changes to packaging design and cooking instructions to improve user experience.
   
   

4. Distribution Strategy: Identified key markets for initial focus based on regional acceptance levels.

Business Outcome

The research provided invaluable, data-driven recommendations that enabled the company to refine their biryani rice product, ensuring it met and exceeded consumer expectations in taste, texture, and overall experience. By leveraging these insights, the client strategically positioned their product to capture a larger market share and convert consumers from competing brands. This led to increased brand loyalty, enhanced market penetration in key regions, and a higher return on investment, reinforcing the client's position as a market leader in the premium rice segment.

Ready to Elevate Your Food Product with Expert Testing?

Partner with Market Xcel, the best product testing service provider in India, to ensure your brand stands out in the competitive market. With over 23+ years of experience, Market Xcel offers unparalleled expertise in delivering comprehensive and actionable insights. Whether you’re looking for the top product testing company in Bangalore, Gurgaon, Mumbai, Pune, Delhi, or across India our team is equipped to meet your needs with precision and excellence.

Contact us now and discover how Market Xcel can help you dominate the market with superior product testing solutions!