McDonald’s UK wanted to identify the best special addition variant to include in the McDonald’s Milkshakes promotional range for the summer of 2009.
Join the Dots conducted an online study, incorporating TURF (Total Unduplicated Reach and Frequency) to evaluate 5 potential new variants, alongside the existing range. We used this approach to identify the best possible combination of milkshakes to offer; along with identifying the optimum number of products; which range of products appeal more to specific user groups; and which range of products would maximise profit.
As a result of the research, McDonald’s were able to optimise their range, adding one new flavour which was launched in the Summer of 2009.
For more information contact Marilyn Reardon