CPG Market Research

CPG market research helps consumer packaged goods brands understand what shoppers want before money goes into formulation, packaging and shelf space. KLC runs always-on insight communities and CrowdWeaving® co-creation for food, beverage and consumer goods brands, so teams can test ideas with their own shoppers in days rather than months.

• Which new flavors, varieties and line extensions shoppers actually want
• How packaging, claims and price points perform before a product reaches shelf
• Why a product that tested well is underselling after launch
• How shoppers find, choose and use products in store, online and at home

How does co-creation work for CPG product innovation?

Product launches often flop because brands wait until a prototype is fully baked before asking consumers if they even want it. With CrowdWeaving®, your target shoppers co-create raw concepts from day one. They ideate independently to avoid groupthink, build on each other’s ideas, and rank the strongest concepts in a prediction market, with AI probing each response for the reasons behind it.

The same approach works for category innovation: challenging legacy assumptions to find the unmet needs a category is ignoring. CrowdWeaving® projects start at $34,500 and run with or without an existing community.

Who we work with

KLC works with food and beverage brands including Hormel, Sargento and Bacardi.

When Bacardi observed shoppers buying premium spirits, they found a problem focus groups had missed: shoppers were reluctant to reach for bottles packed tightly on high shelves. A pilot with lower, less crowded shelving led to nationwide adoption of a new placement strategy. A Fortune 500 CPG company used its community the same way to find that a slow-selling line extension had a distribution and packaging problem, not a flavor problem.
Read more in our case studies

Why does sector experience matter in CPG research?

CPG categories move fast, margins are thin, and most new products fail to earn a lasting place on shelf. Research has to keep pace with stage-gates and seasonal launch windows, and it has to reach the shoppers who actually buy the category. An always-on community means those shoppers are recruited, screened and engaged before the brief lands.
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