Meban - Market Testing and Research for Qingqing Bao New Product
Company overview
Meban is one of the earliest professional brands in China dedicated to the R&D and production of infant and toddler cooling products. Through consistent product quality, a professional R&D system, and strong user reputation, Meban has earned the trust and preference of millions of Chinese mothers over the past decade. Its flagship product, "Meban Qingqing Bao," is widely used for daily infant health support and heat-clearing functions, holding a significant position in the infant and toddler health food market and has now established itself as a leading brand in the infant cooling product sector. Meban remains committed to the core philosophy of "protecting the healthy growth of infants and toddlers," striving to deliver safe, scientific, and delicious children's nutritional products
Research background
To further enhance its brand image and strengthen product competitiveness, Meban plans to conduct a comprehensive redesign and upgrade of the external and internal packaging for the Qingqing Bao product. Changes to the packaging design not only affect the visual appeal and brand recognition on the shelf, but also directly influence consumer purchasing decisions—especially among existing customers. Given that infant and toddler product consumers place high value on habit and trust, Meban has decided to conduct market research to systematically evaluate the potential impacts of the new packaging design on consumers' sensory perception of taste, brand loyalty, and purchasing behavior. This will ensure positive market outcomes during the product upgrade process.
Research scope
In February 2013, CEIDEA Research collaborated with an execution company in Jiangxi Province, on behalf of Meban, to conduct a market testing study for the new packaging of the Qingqing Bao product. The research sample included both current users and potential customers, focusing on three key areas: first, the external packaging design, evaluating visual appeal, clarity of information delivery, and brand recognition; second, the internal packaging design, assessing convenience of use, sense of security, and storage efficiency; and third, taste perception, measuring whether the new packaging affects consumers' psychological perception of the product's original taste and quality. The study also included a comparative testing phase, using blind tests between old and new packaging to assess shifts in consumer preferences, as well as to evaluate potential negative reactions such as customer attrition or hesitation in purchase due to the new packaging.
Expected outcomes
Through this packaging and taste research, Meban will obtain first-hand data on consumers' acceptance of the new packaging design, emotional preferences, and changes in purchasing behavior. This will provide comprehensive guidance for the brand in optimizing its visual identity, selecting packaging materials, designing information layout, and maintaining taste consistency. The final report will offer scientific decision support for Meban in determining the optimal packaging combination, mitigating packaging redesign risks, and improving terminal sales performance. At the same time, the research will balance emotional continuity with existing customers and enhance appeal to new customers during the brand image upgrade, achieving balanced and sustainable growth in both brand value and market performance
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