Try The Caviar Cluster

February 13, 2015

Wexler Candy Company
Valentine’s Day Deluxe Assortment Focus Group Testing
Session CRM-114

Sample 1
Participant response:
Part.2: Oh, I’ve had these before. These are really good.
Part.5: What the classic caramel lacks is a crunch factor to punch it up a bit and make it stand out a bit more.
Part.3: I like it, but it sticks to my teeth too much.

Conclusions: Mixed responses, but overall positive. Recommend continuing to include the classic Maryland caramel in this year’s selection.

Sample 2
Participant response:
Part.7: I love the little sprinkles on the dark chocolate. I just wish they wouldn’t fall off.
Part.2: The round ones are soft on the inside, right? I like those. Sometimes those caramel things are hard to chew. I’ve had fillings come out. Really I have.
Part.3: I feel funny.
Part.1: I like the texture of the inside. Fluffy. Cool, it’s pink! What are these little spots? This is really good.

Conclusions: Overall responses were positive except for Part.3. Emergency services got him to the hospital in time and legal affairs is arranging a settlement. Other participants liked this enough I think it’s worth keeping.

Questions: Do we want to risk including the Dragonfruit whip after what happened? What are the odds? Check with the FDA, see if we need to update warning to "Contains nuts, peanuts, and dragonfruit". We don’t want a repeat of the mocha chewing tobacco debacle.

Sample 3
Participant response:
Part.6: I’m, uh, I’m not a real big fan of nuts, you know? I mean I’m not allergic or anything. Not like that other guy. Hey, does he still get paid?
Part.5: Did you consider white chocolate? That would be a subtler flavor playing off the saltiness of the cashews, really bringing it out.
Part.4: Hey, you know what you should call this? "Cashews Clay"! Har!

Conclusions: Overall positive response. Add the cashew cluster.
Questions: Forward "Cashews Clay" idea to marketing. Possible boxing tie-in?

Sample 4
Participant response:
Part.1: I’m sorry, I don’t care for this. It’s not very sweet.
Part.7: Yeah, if this were the first thing I pulled out of the box it’d be a real turnoff.
Part.5: Maybe it’s us. We might be better off with a sugar-free sherbet or ice as a palate cleanser instead of just bottled water.

Conclusions: Withdraw Bordeaux truffle.
Questions: Put it in the carb-free collection?

Sample 5
Part.1: What is this? I’m afraid to put it in my mouth.
Part.2: (spitting out sample): It tastes like moldy wet onions and smells like raw sewage.
Part.4: Is this a, what do you call it, a control? I just call it nasty.
Part.5: Is this something avant garde?
Part.6: I like the taste, it’s kinda sweet, and custardy, but I don’t know if I can get past the smell.
Part.7: This greenish color is almost as big a turnoff as the smell. Are we supposed to eat it or thin paint with it?

Conclusions: Discontinue durian fruit cordial immediately.

Sample 6
Part.1: This is different. Kind of salty. Is it peanut butter?
Part.7: Yeah, I think it’s peanut butter, but there’s something different about it.
Part.5: It has more umami than you’d expect from a traditional peanut butter, and a spiciness that plays well off the chocolate. The texture is unusual, with a kind of melting quality that’s very nice.

Conclusions: The gravy cream is a success.
Questions: Participant 5 watches too many cooking shows. Guys, can we screen for this sort of thing?

Final conclusions: Implement changes immediately. Have marketing prepare a press release.

Prep the next focus group. This afternoon we’ll have them testing the new line of chocolate-covered sushi.

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