Feasibility & Concept Testing for New Product Segments
A large water bottling company
Overview
Assessed the feasibility of new product segments and mapped consumer preferences, attitudes, and willingness to pay for a major water bottling company exploring new-to-market offerings in Malaysia.
The Challenge
The client needed to understand whether new product segments would be viable in the Malaysian market, including consumer appetite, acceptable price points, and regulatory considerations before committing to launch.
Our Approach
We conducted a multi-phase study combining quantitative consumer surveys with technical and expert interviews. Consumer research mapped preferences, attitudes, and willingness to pay — including detailed price point analysis with "why high / why low" rationales. Expert interviews covered regulatory, safety, and operational considerations.
Key Results
- Mapped consumer preferences and willingness to pay across multiple price points
- Identified key "why high / why low" rationales to guide pricing strategy
- Conducted technical/expert interviews on regulatory, safety, and operational factors
- Delivered a comprehensive feasibility assessment to support the launch decision