IRI’s Survey and Segmentation team used the IRI AttitudeLink survey capabilities to develop a custom survey about the single-serve product and its usage, and deliver the survey to known buyers of the product. Having this verified purchase behavior was key in ensuring that insights were being gleaned about the correct product.
Through the survey, IRI confirmed that the client’s single-serve packs were often used by consumers who were concerned with portion control, as the packs still allowed consumers to indulge in their favorite products. Consumers also cited reduced product waste as a key benefit of the single-serve packs.
One of the most important insights uncovered was that many consumers who liked the products and intended to buy them again were having difficulty locating their preferred brand in the single-serve packaging at the stores they typically shopped in.