Marketing Research: Consumer Taste Preferences for Processed Cheese

The client was launching a new line of processed cheese and wanted to determine if consumers would like its taste compared to the taste of cheese from other brands.

An additional objective was to understand the role processed cheese plays in the diet of a Ukrainian family, as well as to study the adjectives used to describe "tasty" versus "unpleasant-tasting" processed cheese.

To achieve the client's objectives, MCG researchers conducted a blind tasting of the processed cheese in a shopping mall, combined with a brief questionnaire.

Results

• Ranked the taste of processed cheese from various brands according to the average scores given by consumers
• Determined the role of processed cheese in the diet of a Ukrainian family
• Studied the most popular culinary uses for processed cheese
• Identified the level of consumer literacy when choosing processed cheese

As a result of the marketing research, the client learned whether consumers would like their product based on its taste properties; if their product could compete with other brands on the primary criterion by which consumers choose processed cheese; and received recommendations on what to focus on for the product launch, as well as a brief overview of the packaging convenience of other brands.