Enterprise CPG research
Many studies reduced to one hedonic map
A major CPG company
We pulled the existing research into a source-linked brief, ran a research-informed simulation into a hedonic map, and wrote the target regions in language formulation partners can use.
The situation
Several finished studies still left no single direction. Internal teams and outside formulation partners needed the same target language.
The team already had descriptive analysis, home-use testing, and survey evidence. None of those sources alone settled the reformulation direction. The technical job was to synthesize them, simulate the decision space, and express targets in operational language.
The approach
Assemble the evidence
Finished studies go into a source-linked knowledge layer. Conflicts get resolved before any modeling step.
Simulate the map
Synthetic respondents are calibrated to the observed segments, then responses unfold into a shared hedonic map.
Write targets partners can use
The useful regions of the map are described in operational language so internal teams and suppliers aim at the same place.
System shape
What we delivered
- Source-linked strategic brief across the finished studies
- Research-informed simulation calibrated to observed segments
- Hedonic map of current products, alternatives, and candidate directions
- Comparison of strategic options on retention, recovery, and risk axes
- Target wording formulation partners can act on
Technical pieces
About this case study
This case covers the delivered synthesis, simulation, and hedonic-map wording. The company, brands, SKUs, and study identifiers stay confidential.
Discuss a comparable system
Bring the research question, data boundary, and decision the system needs to support.