Palermo's Pizza

Palermo's Pizza

 

PACKAGE CONCEPT

Qualitative Insights to Finesse New Packaging Claims

Challenge:

Palermo’s Pizza was about to launch a new face for their “Primo” thin crust pizzas. They had their initial packaging design down, but they still needed deep customer insights for additional finesse and refinement.

Primarily, Palermo’s wanted to home in on their packaging claims to ensure they were presenting their “super premium craft pie” in a way that was most attractive to their consumers. They wanted insight from a national audience, and they only had 2-3 weeks in which to get them.

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Solution:

Palermo’s set out to validate their packaging design and claims with consumers to ensure the messaging was optimized for their audience.

Palermo’s set out to validate their packaging design and claims with consumers to ensure the messaging was optimized for their audience.

  • How does our current consumer base view our brand/product?
  • What information do consumers find useful to find on the pizza box?
  • Which of our 30 packaing claims do consumers find most attractive?
  • Do consumers find the new proposed packaging design attractive?

Traditionally, Palermo’s would conduct in-person focus groups in places like Charlotte, NC and Kansas City, MO. But with only 2-3 weeks left before launch, they did not have the time or budget to conduct these regional studies.

Palermo's Pizza

They needed the ability to present various concepts to participants, receive their feedback in real-time, ask follow-up questions and refine their claims – all with a nationally representative audience. So, they turned to Digsite.

Results:

Request a copy of the full case study to see the project methodology, complete with specific activities, and key research findings and implications.

 

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Take Your Experience Further

Digsite makes your research a more flexible, iterative, powerful process

“In a focus group, iteration happens in that minute and you have to be there and go with it instantly. With Digsite, you can take a little time, let things percolate, and be flexible to take things where they need to go. This process works better.”

Case Study provided by
Brad Rostowfske