New Product Market Test

McDonald’s developed a new burger and wished to gain a deeper insight in customer opinions of the burger, explore associations drawn from the name and identify any potential barriers to trial.  Test stores were used in featuring the new burger and video and audio interviews were conducted with both burger triers and non-triers. Results showed strong acceptance of the product but also indicated areas were operations could improve so that product acceptance could be further enhanced. Recommendations were made as to where marketing and promotional programs could grow trial and repeat purchase.