FMCG · Beverages

Pressure-testing a functional soda launch before a single can was printed

Concept test, in-depth interviews and a live focus group — a full mixed-method read on a functional soda launch, in under a day.

A challenger beverage brand used VibeIQ to pressure-test a new better-for-you sparkling concept with a 10-persona synthetic panel — combining a quantitative concept test, in-depth 1:1 interviews and a live pricing focus group to surface appeal, trust and price barriers across income and health-focus segments before committing to production.

study formats

AI personas

70+

grounded responses

< 1 day

to insight

The challenge

Launching a premium functional soda is expensive and slow to validate. The team needed to know whether the concept resonated, whether the packaging communicated its health benefits, and how much of a price premium the market would bear across very different consumer segments, without waiting weeks for a traditional panel.

Our approach

We ran three complementary studies against the same 10-persona synthetic audience, matched to the ICP across income bands, health-focus levels and shopping channels. First, a structured concept-and-packaging questionnaire measured appeal, packaging clarity, recommendation, flavour choice and willingness to pay. Then a round of in-depth 1:1 interviews probed what would trigger a switch and what builds or breaks trust in the health claims. Finally, a live focus-group conversation stress-tested the 40% price premium. Every persona could read the concept and see the packaging visuals.

The results

The questionnaire quantified strong appeal among health-focused and higher-income segments, with price the main barrier below the top income band and packaging that read premium without communicating the benefit. The interviews revealed that low sugar is the trust anchor while adaptogen claims need substantiation, and that taste quality ultimately decides the switch. The focus group converged on multipacks and flexible subscriptions as the way to overcome the premium. Together, the three formats produced a clear, prioritised action plan — from a benefit-forward pack to a value multipack and a pause-friendly subscription.

Research brief

Research goals

Gauge appeal of the functional sparkling conceptTest whether the packaging communicates the health benefitsIdentify purchase barriers and price sensitivity by segment

Hypotheses

Low-sugar & clean-label claims drive appeal more than flavourPremium price is the main barrier below the $100k income segmentYounger consumers prefer bolder flavours; older consumers prioritise low sugar