Products that fall outside traditional category definitions often challenge standard research approaches. This is one of the themes AMC Global will explore at IIEX North America in Washington, D.C., at the end of April.
On Wednesday, April 29 at 4:45 PM, Lea Ben-Akiva, EVP at AMC Global, will take the Yellow Stage alongside Logan Soraci, Director of Innovation at Egglife Foods, to share a case study that challenges how research is typically designed. The session, “Pasta Breaking the Rules: Blended Methods for New Categories,” walks through a multi-phase study built to evaluate a “better for you” pasta concept, a product that does not sit comfortably within traditional category expectations. Rather than forcing a standard approach, the study adapted to the product, blending qual, quant and in-context testing to capture real cooking and eating behavior. Plan on attending to learn more! If you won’t be at IIEX NA, you can download the case study here.
Beyond our session, IIEX NA is always a valuable moment to step back and look at where the industry is heading. This year, we are especially interested in how teams are thinking about data quality and trust, how AI is being applied in practical ways, and how research methods are evolving to better capture real consumer behavior.
For AMC Global, these conversations connect directly to the work we are doing with clients. From early-stage concept exploration to in-market validation, there is a growing need to understand how products perform in real-world conditions, not just how they test in theory. Approaches like ResponseCash® PFU™ can play a role here, capturing feedback from verified purchasers shortly after purchase and initial use to provide a clearer read on what is working and what is not.
In addition to speaking, Lea will be joined at IIEX by Reene Kalola, Senior Research Director at AMC Global. The team will also be attending the Women in Research pre-show event, and look for them at the MRII and Morning Consult happy hour event on April 29, connecting with peers ahead of and during the conference.
If you will be at IIEX North America, we would welcome the chance to connect! Whether you are exploring new product concepts, navigating category shifts or looking to strengthen launch and post-launch insight, it is always valuable to compare notes on what is working and where things are heading. See you in D.C.!!
