qualitative research Archives

What is the Opportunity for this Stress Management Product?

April 14, 2021March 10, 2022Cindy Cluett

The Challenge

Our client was looking to launch a new supplement to help with stress and wanted to understand the factors that contribute to stress and what the opportunity would be for their stress management supplement.

Our Approach

We conducted a Home Use Test and also asked a subset of our Home Use Test participants to record how they were feeling prior to their trial of the product and then after using the product. After reviewing their videos, we selected some participants to participate in online, moderated group discussions. Four, 60-minute sessions were conducted with three participants per session.

What We Learned

Some behaviors require more time, which is not always possible in the moment. Even with stress management techniques, anxious feelings aren’t easily cured and don’t always go away completely. Consumers spend the time to de-stress just to re-stress at the first sign of trouble.

Insights to Action

Most people are not currently using supplements to help calm themselves but would be open to it.

The primary benefit is feeling the relief take over (actually noticing the physical and emotional shift).

For the PDF, click here.

The 6 Surprising Benefits of Online Qual

March 17, 2021March 30, 2022Cindy Cluett

Some things may still be up in the air, but your qualitative research doesn’t have to be one of them.

Today’s online qualitative solutions go beyond the typical virtual group to deploy innovative approaches, leveraging the best tools, techs, and methods. And, online qual delivers six surprising benefits that help you move forward faster and with confidence:

1.Add depth of insight without adding complexity

In the online space, we can weave more elements into the project – online boards, virtual focus groups/IDIs – moving seamlessly from one to the other. What’s more – we can add these tools without adding complicated project coordination or extending lead times.

2. Engage with consumers using the best (and newest) tools and tech

Beyond traditional online discussions and video interviews, there are continual innovations in the digital space. We seek out these advances to help bridge the gap of remote research and, more importantly, uncover the most in-depth, productive insights from consumers.

3. Access information at your convenience

Respondent feedback is available immediately and 24/7. Client teams don’t have to turn their schedules upside down to attend live sessions. Still too busy to attend all of the virtual sessions? Recordings are available and easily accessible and machine transcripts – though sometimes imperfect – are good enough for achieving an immediate understanding of consumer feedback.

4. Get team alignment

The ubiquity of the platform enables more teammates to be involved first-hand, rather than prioritizing who travels or whose schedule takes precedence. This enhances team alignment and helps everyone move forward quickly.

5. Achieve tight timelines

From recruiting respondents to scheduling client teams, from allocating moderator time to organizing insights, online research frees up time across the board. This creates opportunities for qualitative insights that did not exist previously.

6. Expand research opportunities

Online qual is simply more cost effective. There are no facility rentals or travel costs, and respondent incentives can be lower since they too are not traveling. This leaves room for other projects, as well as for more robust methodologies that produce richer insights.

Bottom line: A Benefit, not a Bandaid

Online Qual lets us leverage the richness and flexibility of the online space. Just as cross-country families play games across the virtual void and international business associates collaborate on a singular document, so Online Qual brings opportunities for deeper insights that were not imagined previously. Let’s explore that landscape together!

Improving the Spray of a Home Fragrance Product

February 10, 2021February 10, 2022Cindy Cluett

The Challenge

Our client wanted to improve their home fragrance spray product, which had received some negative feedback regarding wetness on surfaces. Two prototypes have been developed with different spray patterns, particle size, and improved fall-out from the Current product. Consumer evaluation was needed to understand if the new spray patterns are consumer noticeable and acceptable.

Our Approach

In a randomized order, and with direction from a test administrator, consumers sprayed and evaluated performance of two sprays: Current and one of the two Prototypes. All products utilized the same fragrance.

Panelists completed a questionnaire after each sample, and peel-off interviews were conducted to provide deeper insights. Interviews included spray characteristics of products at end-of-life to determine if there are any watch-outs.

What We Learned

– Prototypes are equally well-liked, although the amount of residue is more satisfactory from Current than Prototype 2.
– Consumers do notice differences in spray patterns/wetness between Current and Prototypes.
– There doesn’t appear to be a watch-out for end-of-life regarding fragrance or sound.
– There is a segment that desires to see the stream of spray and angle, present in the Prototypes versus the plume of Current:

Insights to Action

Rather than moving forward with one of the Prototypes, we recommended an iteration of the two.

For the pdf, click here.

Assessing Performance of All Marketing Elements

January 13, 2021February 10, 2022Cindy Cluett

The Challenge

Our client was looking to launch a new supplement to help with Mental Clarity. After their Home Use Tests were completed, our client wanted to further explore how to optimize the product.

Our Approach

A subset of our original Home Use Test participants recorded how they were feeling prior to their trial of the product and then after using the product. After reviewing the videos, we selected some participants to participate in online, moderated group discussions.

Two in-market packaging options were delivered to each respondent in advance of the group discussion. Four, 60-minute sessions were conducted with three participants per session.

What We Learned

Consumers rely on various methods to help regain focus.

Most are not using supplements to improve focus but are open to the idea.

Insights to Action

While we provided specific insights on the concept, product, pricing, and packaging, here are some of the highlights:

For a pdf of the case study, click here.

Qualitative Report Options: Summary

December 17, 2020February 10, 2022Cindy Cluett

Disaster checks. Gaining alignment. Last minute questions. If you’re looking for faster insights and you’ve got an engaged team, then our Summary Report Solution can help.

Summary Reports are designed for active teams, who are ready to make decisions in-the-moment, following live research.

Real-time insights. Team-aligned decision-making.

With our Summary Report Solution, your team observes the live research, then participates in an interactive, facilitated debrief with your Blueberry Research Manager. Together, you react to the insights, discuss solutions, and gain cross-functional alignment.

For more information about Summary, click here.

Qualitative Report Options: Snapshot

December 1, 2020February 10, 2022Cindy Cluett

We get it. You need today’s qualitative insights yesterday.

That’s where Snapshot comes in. Snapshot is our new report option that delivers topline insights in about three days, so you can move forward with confidence.

Topline insights on key questions in about 3 days

With Snapshot, you choose your key questions. Then, we conduct the research and deliver fast insights on those priorities. We follow your Snapshot report with Synthesis (our standard full report and analysis), so you get the best of both worlds:

Speed + Substance = Confident Action

For more information about Snapshot, click here.

Understanding the Impact of Color on Supplements

September 23, 2020March 30, 2022Cindy Cluett

The Challenge

Our client is working towards the removal of artificial colors from a healthcare supplement product line, with the goal of creating a more ‘natural’ product.
1. Obtain feedback on an initial production line with more natural colors
2. Understand potential issues that may arise with these changes in colors

Our Approach

We conducted a Central Location Test to evaluate six different variants, including the Current. Aside from standard hedonics, we included just-about-right measures, so we could conduct Penalty Analysis to determine where to optimize in terms of color and size, if need be.

Following the product evaluation, peel-off In-Depth Interviews were conducted to obtain additional understanding around the colors.

What We Learned

Purchase Decision Factors (in Priority Order) are:
– Brand – Trust is key
– Efficacy – Should do what it says it does, particularly if gender or age specific
– Size – Should both look easy to swallow and be easy to swallow
– Color is not necessarily important. Most consumers could not recall what the color of
their supplement was. Still if encouraged to choose, consumers had some color preferences:

Insights to Action

Current consumers strongly believe in the brand’s reputation and efficacy. So while the brand is “internally” pressured to make this change, a change “within reason” will not deter brand usage – as
trust in the brand overrides the color of the tablets.

Further, current consumers already believe the tablets to be natural, so while the company desires to state this on the package as a benefit, it may cause consumer concern and lead consumers to question their prior experience with the product.

Overall, there is not much concern in making this switch, but there are some issues around specific colors, which came out in the qualitative interviews…

Want more? View the case study.

How to introduce a new food into the U.S. market

August 17, 2020March 30, 2022Cindy Cluett

The Challenge

Our client has a highly-popular international food item (a non-meat Turkish street fare) which they would like to introduce into the U.S. food market.
– Explore how consumers might use the product
– Determine how to position the product in the U.S.
– Identify any product adjustments to better fit the U.S. palate

Our Approach

Conduct qualitative focus group discussions with potential consumers who are open to the idea of a popular Turkish street food fare. We offered a buffet to allow sampling and pairings and looked for consumers who were “adventurous eaters” – those who have tried other international foods, such as Falafel, Gyros, Hummus, Tabbouleh, and Tar-tar.

What We Learned

Overall, the product was well-liked and generated excitement as a new flavor experience with multiple usage occasions.

Product

Because we did not define how this food product should be consumed, we were able to explore what was interesting/desirable to US consumers, versus setting expectations as to how it is typically consumed (in other countries).
– The expected form – a dry mix – wasn’t perceived as highly desirable, but once consumers were allowed to “play with the product” new ideas were uncovered.
– Consumers also identified additional usage occasions, aside from the typical “street fare”.

Marketing

The Turkish roots of the product were a highly appealing feature. And, anchoring to other established international products offers familiarity yet a sense of adventure. However – while meatless – the product should not be marketed as vegan as that label is too restrictive.

Want more? View the case study.

What We Do, at a Glance

February 13, 2020March 30, 2022Cindy Cluett

We get it. Digging through pages of website data is a hassle. So, here’s a quick view on what we offer. The gist – we’re a full-service marketing research agency, which means qualitative, quantitative and sensory research, and we do it all. . . anywhere your research takes you.

What’s in a name? Healthy versus wholesome.

September 30, 2019March 1, 2022Cindy Cluett

The Challenge

As marketers and market researchers, we know that words are pretty important. We have to understand what a word means to consumers and what they really want when they say that word. We explored this dichotomy as it relates to snacks in our Healthy versus Wholesome poster for The Society of Sensory Professionals.

Our Approach

Explore the differences and desired product attributes for healthy and wholesome snacks.

Phase 1: The Snack App
Consumers log their snacks for 24 hours and answer questions about their snacks.
We use the data to inform our lines of questioning and stimuli for focus groups.

Phase 2: The Focus Groups
Consumers complete pre-work assignments prior to meeting in the groups. Work includes journaling about snacks and uploading photos.
Consumers participate in different focus groups – one discusses the meaning of wholesome snacking, while the other discusses what healthy snacking is.

Insights to Action

While the occasions for healthy and wholesome snacks are the same, there are differences in the sensory attributes and emotional benefits of each. In developing a snack bite with “healthy” or “wholesome” positioning, Product Developers should focus on the prioritized sensory cues in order to create an aligned and satisfying experience.

Want more? (View the poster.)