Business Issue

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A beverage company simply did not understand why the sales volume of their bottled water had not grown for years, even if the brand image was prestigious and the selling points were well-received by the market. 

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Nuances

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Our researchers did not ask the consumers why they had stop purchasing the product, which would only yield rationalized answers. Instead, we asked the respondents to show us how they used it normally in daily life. Throughout their demonstration, a flaw in the packaging design was identified, which made it slightly uncontrollable caused inconvenience in the usage. 

 

Results

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The R&D team is correcting this flaw and will use different packaging material in the coming relaunch of the product.