New Product Research Blog

Making Spirits Bright:

Why Concept Screening Matters for Holiday Confectionery Success

Holiday chocolates and sweets are not just indulgences for us, they are expressions of thoughtfulness, joy, and celebration meant to be shared with others.

For consumers, they often serve as the perfect gift. But for brands, the stakes are high. Visit any retail store during the holiday season, and you will see shelves overflowing with chocolate gift boxes, each vying for attention. Standing out in such a crowded marketplace takes more than great flavors. It requires a deep understanding of what resonates with shoppers. While ideation is where the journey often begins, concept screening plays a crucial role in ensuring those initial ideas are refined and ready to connect with consumers.

Recently, while shopping, I found myself unable to choose between several options of chocolates. It brought me back to the time I worked with a confectionery manufacturer on a holiday-themed chocolate gift box. The challenge was clear—to create a product that truly captured the festive spirit while being special enough to serve as a thoughtful gift. Through concept screening, we refined the design and messaging to align with what consumers really wanted, even if they couldn’t have put it into words themselves.

Concept screening gives brands the clarity to move forward with confidence. It is a way to evaluate multiple ideas and focus on the ones with the strongest potential to succeed. For the chocolate gift box, we tested several design options with target consumers. Their feedback revealed two distinct preferences. Many consumers were drawn to minimalist packaging with metallic accents, which communicated luxury and quality. This was essential for a product positioned as a premium gift. Others gravitated toward bright, bold, holiday-themed designs featuring playful patterns and vibrant colors that evoked a sense of fun and seasonal cheer.

This range of responses underscored the importance of striking the right balance. By blending subtle elegance with just the right touch of holiday festivity, the final design was able to appeal to both groups.

First impressions are often made based on the packaging. It needs to catch the shopper’s eye while also delivering on the emotional expectations of gift-giving. In this case, the final design achieved more than just visual appeal. It communicated the product’s quality and captured the perfect amount of holiday spirit.

With concept screening, every decision about the design or messaging is informed by real-world preferences. By understanding what shoppers value, whether it is simplicity, festivity, or both, brands can avoid guesswork and deliver products that connect and have the best chance for retail success. For confectionery brands, where competition is fierce and purchases are driven by emotion, these insights make all the difference.

When preparing for the holiday season, concept screening is an essential step in turning ideas into products that truly resonate with consumers.

Wishing you all the happiest of holidays!

Deirdre Hart

Senior Vice President

Deirdre Hart has spent her entire career in market research designing and delivering strategic research for a range of clients across many categories. Her expertise lies within customized quantitative methodologies including extensive experience in new product development; brand, product, and packaging optimization; tracking studies; customer satisfaction; brand extendibility; image research; and experiential on-site research. Deirdre’s commitment to delivering insightful and implementable findings has made her a trusted partner for businesses navigating consumer preferences and market trends.

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