Refining Instant Noodles to Meet Evolving Consumer Needs

The Challenge​

Our client wanted to refine its instant noodle offering to better meet changing consumer expectations, while ensuring any innovation remained relevant to its existing customer base.

To do this, the research needed to bring together the right consumers, create a controlled environment for product evaluation and facilitate meaningful conversations around taste, preferences and purchasing behaviour.

The Solution

Sense:lab managed the research from recruitment through to delivery at our Leeds facility.

We recruited and screened consumers against detailed criteria, grouping participants by flavour preferences and purchasing habits. Our team then managed the tasting sessions and focus groups, including product preparation, participant coordination and facilitation.

Products were tested blind, including the client’s current product, new offering and key competitors, helping to generate unbiased consumer feedback.

The Result

The research provided clear insight into how the new product performed across different consumer groups, identifying opportunities for refinement.

This helped the client understand how far they could innovate while retaining the qualities valued by their existing customers.