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Nando’s uses consumer research to validate high-stakes innovation and successfully launch products such as PERi–Ketchup into competitive categories.
As Nando’s looks to drive growth in Australia, innovation plays a central role. But with increasing retailer rationalisation, the margin for error is slim. New products must clearly meet consumer needs and add value to the category to earn their place on shelf.
As a result, the team needs a way to pressure-test their assumptions, move quickly, and reduce risk, without the time or cost associated with traditional research studies.
We do not always have the time or budget to run large scale research studies, so rapid testing is a great alternative that allows us to move quickly but with the same level of targeting and audience refinement to achieve reliable outcomes. Imogen Ramsden, Senior Brand Manager – Grocery ANZ, Nando’s
We do not always have the time or budget to run large scale research studies, so rapid testing is a great alternative that allows us to move quickly but with the same level of targeting and audience refinement to achieve reliable outcomes.
Nando’s uses Attest as a concept validation tool throughout the entire NPD lifecycle. Research begins at a high level, exploring broad innovation territories, before refining into specific concepts and validating decisions through to packaging, naming and pricing.
Consumer input plays a central role in shaping which ideas move forward and which are parked. By using Attest to test assumptions early, the team can prioritise innovations that are most likely to achieve cut through in a highly competitive retail environment.
Consumer input allows us to validate our own assumptions and ensure we are not misinformed or biased in our approach. With retailer rationalisation, it is critical that our NPD is right for the consumer and the category in order for it to succeed. Imogen Ramsden, Senior Brand Manager – Grocery ANZ, Nando’s
Consumer input allows us to validate our own assumptions and ensure we are not misinformed or biased in our approach. With retailer rationalisation, it is critical that our NPD is right for the consumer and the category in order for it to succeed.
This always-on approach to consumer insight has helped Nando’s de-risk innovation across its pipeline – including the launch of PERi–Ketchup, one of the brand’s big bets.
When developing PERi–Ketchup, the team used Attest to validate their initial hypothesis that consumers were seeking more heat in everyday categories, and that Nando’s had a credible right to win in the ketchup category. Research was used to screen the concept, test preferred heat levels and evaluate packaging design.
One of the most impactful findings was that Australian consumers showed a stronger preference for a hot heat level than expected, directly influencing the decision to launch with hot.
Since launching, PERi–Ketchup has gained momentum in-market and received strong feedback on taste. More broadly, the success of the product has reinforced the value of embedding rapid testing into every stage of NPD – helping the team move faster, reduce risk and make confident, consumer-led decisions.
I’m a huge advocate for Attest! I love the self-serve platform and how dynamic it is. The ability to qualify respondents, refine audiences and route questions gives me confidence in the validity and quality of the outputs. Imogen Ramsden, Senior Brand Manager – Grocery ANZ, Nando’s
I’m a huge advocate for Attest! I love the self-serve platform and how dynamic it is. The ability to qualify respondents, refine audiences and route questions gives me confidence in the validity and quality of the outputs.
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