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An insightful market research for perceived taste of bottled water with original and unique chart presentation
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Crystal Taste ?
How brands shift perceived taste of bottled water
http://MrSunLi.com
Two experiments are designed in a
controlled environment
2
Test #1
Blind
Test #2
Brand
A B C
$ $$ $$$
56 respondents are interviewed in
Hong Kong
3
No clear winner but fewer respondents
like physical taste of mineral water
4
37.5% 37.5%
25.0%
Distilled Mineralized Mineral
N = 56 / Mean = 18.7 / Variance = 10.9
Mean
(Watsons) (Bonaqua) (Evian)
However, brands shift perceived taste
significantly
5
21.4%
37.5%41.1%
Distilled Mineralized Mineral
N = 56 / Mean = 18.7 / Variance = 22.9
$
$$
$$$
(Watsons) (Bonaqua) (Evian)
Mean
#2 B
ran
d T
est
#1 Blind Test
Most respondents drop Watsons (low
end brand) after disclosing brands
6N = 56
W
B
E
W B E
Evian 8 5 10
Bonaqua 6 11 4
Watsons 7 5 0
Watsons Bonaqua Evian
StayChurn
Female respondents care more about
brands
Male Female
7
#2 B
ran
d T
est
#1 Blind Test
#2 B
ran
d T
est
#1 Blind TestW B E W B E
W
B
E
Male = 27 / Female = 29
Major Churn
Major Churn
Major Churn
Those who are very thirsty tend to
ignore brands
Not Thirsty Very Thirsty
8
#2 B
ran
d T
est
#1 Blind Test
#2 B
ran
d T
est
#1 Blind Test
W
B
E
W B E W B E
Not Thirsty = 17 / Very Thirsty = 17
