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Situation:
A successful dessert brand launched a narrow low-carb product
line in response to consumer interest in the recent diet trend.
Concerned that this trend was a short-lived fad, the company
asked Umbria to help them better understand the way consumers
really felt about low-carb products and the diet, in general.
Research:
Umbria developed a Market Tracker Report to monitor the way
bloggers discussed the low-carb diet in relation to other
popular diet programs, such as Atkins, Weight Watchers, and
the South Beach Diet.
Recommendation:
Paying particular attention to the sentiment of the blog postings
we identified, Umbria tracked the rise in the popularity of
low-carb diets, but also determined a point in time when negative
buzz overtook positive comments about the low-carb diet. Convinced
that consumer interest in the trend was quickly waning, our
client decided not to invest in any additional low-carb line
extensions, and later ceased the line extension.
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