Feasibility & Concept Testing for New Product Segments

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.

01The 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.

02Our 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.