Usage & Attitude survey:
Jos Poell

In 2018, Jos Poell's entire product range underwent a rebranding, including a redesign of the packaging and a new marketing strategy focused on content marketing and online activations. The aim of this rebranding was to create a consistent brand image and increase brand awareness in order to attract new customers and increase turnover.

This study was conducted to gain insight into consumer opinions regarding the product category, the new packaging, and the price level. In addition, the study provided insight into the drivers and barriers for consumers to buy or not buy Jos Poell products.

Simulated store shelf at Markteffect's office

To gain insight into the above aspects, qualitative research was conducted in the form of three group discussions at our office. For these group discussions, the physical store shelf was recreated to mimic the actual store floor. Participants in the group discussions were asked to carry out two assignments that provided insight into how choices are made, what motives underlie them, and which products stand out on the shelf in relation to Jos Poell and its competitors.

Prior to the group discussion, participants were given two different assignments. First, they had to make a quick choice of a pack of toast from a simulated store shelf. They were then given more time to make a choice and compare products. After each task, the respondents completed a short questionnaire, which was discussed later during the group discussion. These two tasks provided a clear picture of how people make choices, what their motives are, and whether the current packaging stands out/appeals to them on the shelf.

Topics discussed included brand awareness and image, as well as the reasons for preferring a particular brand within Jos Poell's product category. The aim was also to assess whether Jos Poell was on the right track with the redesign of its packaging.

The discussions also explored other relevant motives, reasons, thoughts, feelings, positive and negative points regarding Jos Poell. The group discussion ended with a blind taste test, after which the entire Jos Poell range was discussed in another group discussion.

Each group discussion lasted 90 minutes and had 6-8 participants. Jos Poell was able to follow the group discussions live in the observation room, while enjoying snacks and drinks.

“We engaged Markteffect to evaluate our marketing strategy, which Markteffect a comprehensive assignment. Markteffect the gap between theory and practice for us by investigating the drivers and barriers of Jos Poell customers.
The research was specifically tailored to our category and industry. However, the collaboration between Jos Poell and Markteffect beyond research; thanks to their objective and critical perspective, they were the ideal sparring partner.
Thank you for your dedication and valuable input. I found working with you to be extremely professional and enjoyable. We Markteffect recommend other companies to work with Markteffect !
Cyrille Berger - Marketing Manager

Insights from the research

Based on this research, Jos Poell has gained insight into the behavior, motives, reasons, and thoughts of Dutch consumers when it comes to purchasing both the product category in which Jos Poell operates and the specific players within this category. This has also revealed the competitive position on the shelf. These insights were used to assess the strategic plans and adjust them where necessary. Find out more about the taste test research here .