Launching a new product in the dynamic health and nutrition market requires more than just a good idea. In a competitive and ever-evolving environment—where consumers actively seek personalized and immediate solutions—concept testing becomes an essential step for any brand aiming to innovate without taking unnecessary risks.
To explore the potential of a digital product in the personalized nutrition space, we conducted a study that analyzed consumer reactions, willingness to purchase, and perceptions of value and utility.
Our objective was to validate not only the level of interest but also the direction in which the product should be developed in order to effectively meet real market needs.
Uncovering Consumer Purchase Intent and Barriers
A well-structured market study provides concrete insights into how a product is perceived, what elements make it attractive, and what potential barriers may hinder the purchasing process.
To identify both purchase intent and existing barriers, MKOR conducted an agile research study. The aim of this research was to assess the interest of Romanian consumers in personalized digital nutrition products.
Through this study, our client sought to understand to what extent the general public is willing to invest in a digital guide tailored to individual needs, what factors influence purchasing decisions, and what key motivations or obstacles impact the adoption of such a product.
Research Objectives
The study conducted for this client aimed to assess the demand for personalized nutrition eBooks in the Romanian market.
The objective was to gain a clear understanding of consumer interest in a digital nutrition guide tailored to individual needs, as well as the factors that influence the purchase decision.
The specific objectives of the study were:
- To evaluate interest in a personalized nutrition eBook
- To identify the main perceived barriers
- To estimate the likelihood of purchase over the next 12 months
- To determine the price consumers would be willing to pay for such a guide
- To define the buyer persona based on demographic segmentation
Why Is It Important to Test a Concept Before Launch?
Launching a product, service, or concept without prior validation can be risky and costly. Conducting a market study before launch helps you understand consumer needs, identify potential obstacles, and optimize your strategy—ultimately saving time and financial resources. Here are some of the key benefits of concept testing through a market study:
- Reducing financial risks – Avoid major investments in a product for which there is no real demand.
- Optimizing the offer – Adjust the product or service based on real consumer feedback, maximizing the chances of success.
- Identifying the ideal target audience – Understand who your most interested customers are and how to effectively communicate the value of your product.
- Validating the right price point – Test different pricing strategies to identify the optimal level of acceptance.
- Increasing marketing efficiency – Develop clear, relevant messages that resonate with your audience and drive measurable results.
Our Method: Agile Research for Rapid Validation
For this project, we conducted a quantitative study, using an online opinion survey administered to our proprietary panel as the data collection instrument.
- Target market: Romania
- Target audience: Nationally representative sample
- Type of research: Quantitative
- Research method: Online survey (CAWI)
The Result: How Data Prevented a Risky Investment
Our client was an early-stage female entrepreneur with professional experience as a chef and multiple certifications in nutrition.
Her business idea centered around a series of personalized nutrition eBooks tailored to specific individual needs.
To validate this concept, we used Agile Research – a fast and efficient method of concept testing. The results were unexpected for our client: overall interest in this type of product was low, and the budgets indicated by respondents were significantly below the intended selling price.
Subsequent discussions confirmed the value of the market research: she realized that the study helped her avoid a risky investment in a product with little real traction and ultimately led her to reconsider the strategic direction of the business.
Market Research Tailored to Your Needs – Fast, Precise, Affordable
If you want to understand what consumers think about your brand, how they compare it to competitors, and what motivates them, MKOR is your trusted partner. With 12 years of experience on the Romanian market, we are an agile research agency that delivers fast, precise, and actionable data.
In 2024, we launched Agile Research—a flexible market research service through which you can ask 3–5 specific questions, gaining access to a nationally representative sample.
Why Choose Agile Research by MKOR?
- Speed and flexibility – Our studies are designed to dynamically adapt to your needs, delivering results in real time.
- Accessibility and efficiency – Gain valuable insights without massive investments of time and resources.
- Modern data collection methods – We combine technology with research expertise to deliver relevant and actionable data.
- Strategic collaboration – We work closely with your team to select the best methods and obtain essential answers for your business.
Do you want to make better decisions, based on real data? Contact us to learn how Agile Research can transform your business.
Our team of consultants will work closely with you to select the most appropriate research methods and deliver accurate, valuable results for the market in which you operate.
We know how important accurate information is, and we are here to provide you with up-to-date insights about your consumers. Explore our Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.
