Mars faced time and budget constraints for launching a new fruit/plant based puree product. Instead of traditional in-home tests, they opted for video-based consumer trials to quickly gather feedback from diverse consumers in natural environments.
The Challenge
- Time and budget constraints prevented traditional in-home moderated testing (IHUTs)
- Need to bring potential customers into testing to inform product development waves
- Required understanding of consumer preferences and usage behaviors for new branded fruit/plant based puree product
- Needed faster turnaround than historical onsite or moderated testing methods
Solution & Implementation
- Recruited 75 US consumers to participate in in-home product trials via video
- Consumers tested 4 products and provided first impressions, usage behaviors, and occasions
- Captured suggestions for improvement and likelihood to use and recommend
- Leveraged Voxpopme's video analytics capabilities for efficient data processing
The Outcome
- Collected wider representation of target market compared to onsite or moderated tests
- Decisions made significantly faster than past methods
- Captured consumer feedback in natural environments increasing confidence in findings
- Video analytics made processing 300 videos a manageable exercise