The challenge

  • Disrupting a traditional category dominated by a big Australian heritage brand
  • De-risk New product development (NPD) and investment
  • Understand category dynamics about the buyer, what are they looking for and why are they buying
  • Identify drivers behind brand switching
  • Bringing in new users and grow the category

Time frame

WEEK 1

Prepare Research

WEEK 2

Factory Stickering & Distribution

WEEK 3

Survey Responses Flooding in

WEEK 4

Analysing Results

WEEK 5 

Prepare Report and insights

The solution

  • Provide a survey to probe the thinking of current and potential users
  • Utilise Glow’s data base of insightful questions to give consumers a say on how the category could look
  • Distribute the survey via social media including face book keeping cost to a minimum with a quick turnaround timeline to meet customer meeting deadline

How this changed the game

  • Insightful category story to give the brand a point of difference with customers
  • Confirming who the main buyers were changed packaging messaging and focus
  • The insights shaped the promotional strategy offered to retailers
  • Results highlighted category gaps for value proposition design work
  • Credible research and story to sell in NPD

Quality

  • 486 responses
  • Age Demographic and retailer share confirmed buyer demographics

Speed

  • Results back within a week
  • Report and insights within 3 weeks

Cost

This approach saved over $7.60 per response compared with online panel options

 

Retail credibility to drive new thinking

 

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