To investigate and validate the demand of brining this unique product to the Cypriot market, ensuring that the local consumer understands the benefits and functionalities of Quinola.
Our first step was to create a research plan in order to investigate the demand in the market as well as the behaviour and attitude of consumers towards this product. We started off by recording prices of similar products in shops and online stores where we clearly saw that there was not a directly competing product, aside from ready to eat rice.
We followed up with our first focus group where we understood that consumers perceive quinoa as a tricky and time consuming dish to master, identifying the need for a ready made solution.Our second focus group consisted of taste testing the range of Quinola products, where we received feedback about the product as well as how much they would be willing to pay for it. Using the Van Westendorp pricing model, we were able to define the right pricing point for Quinola in Cyprus (not too cheap and not too expensive).
We then validated the findings of our research through a Pollfish survey with 500 participants around Cyprus and were able to create a segmentation map, where we clearly identified the need for this product in the market. Our final step was to manage the pitches of Quinola to local retail shops and launch social media accounts as well as a landing page, informing about the product and building a mailing list. Quinoa is now available in over 5 national hypermarkets for over 6 months. Next steps include building direct consumer streams, in order to examine if users wish to purchase the product online.
KEY RESEARCH RESULTS.