Our client needed to identify the preferred taste profile for a new concession popcorn in terms of overall flavor, butter flavor, crunchiness, and appearance, including kernel size. We were also tasked with identifying the ideal price level for on-premise consumption.

CCMR recruited 200 white collar consumers to attend a sensory test at our focus group facilities in Shanghai and Beijing. All were frequent consumers of concession popcorn aged between 20 and 35 years old. Following the sensory test four focus groups were held with 32 respondents to analyse their consumption behavior and explore opinions of the test products.

CCMR determined the preferred taste and appearance profile and the new product proceeded to launch in China.