Validating New Beverage Products Across Multiple Markets and Waves for a Global FMCG Brand

Branded monadic Central Location Test design across four consecutive waves. Each respondent evaluated one product at a time, isolating consumer reactions to taste, packaging, branding, positioning, and overall appeal without direct comparison bias.

Five simultaneous challenges: respondent quality, product handling consistency, cross-market comparability, wave-to-wave continuity, and data capture accuracy.

Four consecutive product testing waves across three countries without rework, creating a reliable ground truth layer for product innovation decisions.