Is your product research missing a trick?
VYPR research suggests that better in store contextual insights could further enhance your category and purchase intent understanding.
Propensity to purchase modelling and predicting commercial success from NPD and promotions can be an expensive and complex exercise. The latest results from VYPR research indicates that a critical component could be missed: that final moment when a consumer chooses to pick up your product and put it in the basket.
Most traditional research methods are either limited to testing concepts and products with consumers out of context and/or they rely on consumers interacting with a researcher in store, which often skews the results as the results rely on stated behaviours over truly understanding what is driving purchase behaviour at fixture.
In a recent study, VYPR deployed its geo functionality – our ability to test with consumers alone with their smartphone when actually in store on a specific shopping mission – to test how this final moment might provide further insight on how likely a product is to succeed.
Combined with our standard process that uses behavioural science to unlock unconscious decision-making (versus stated behaviours) to better predict the likelihood of products to drive purchase intent versus traditional methods, Geo enables us to further augment the results and assess how much the context of the shopping mission might alter the results. We have found that there is not always a statistically-significant variance. However, it is clear that certain product interactions play out differently when the last moment in the purchase journey is analysed in store; suggesting that Geo should always be considered as a further bolt-on to the process to further validate results.
Test 1: Convenience
In the test, we looked at a variety of products, including lasagne: raw ingredients to cook from scratch, ready-made pasta, jar sauces, meal kits and ready meals. The percentage of people who would purchase a ready-made lasagne was 11% higher from those in store than not, with lasagne meal kits 19% less popular. All of the other products ranked the same. It is perhaps the case, therefore, that the perceived convenience of a meal kit lasagne is unconsciously selected as being too high in effort and low in reward versus a ready meal. Conversely, perhaps those who are committed to cooking some elements from scratch are much less likely to be swayed. Geo enables product developers and commercial teams to test these hypotheses and understand the size of the prize more accurately when taking products to market and/or understanding why categories behave in the way that they do.
Test 2: Price & Promotion
In another test, we looked at 3 sauvignon blanc wines that are currently on promotion; combining both standard steers and in store tests with Asda shoppers. Away from the store, shoppers showed a significant preference for a Jacob’s Creek Sauvignon Blanc at 2 for £9 versus an Asda Extra Special at £6 and an Aupori reduced from £6 to £5.
Once we applied Geo, the biggest shift we saw was that only 8% of people in store rejected all of the offers, compared to 22% of people outside of the store environment. The standard steer provided the overall story of preference, but the Geo test unlocked further understanding of how rejecters switch their behaviour into the deals at fixture.
If you’d like to learn more about how similar insights might affect your category and product performance, we’d love to hear from you. Drop us a line to find out more and contact us here.
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Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.
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