A beverage manufacturer had released a line of popular products in single-serve packaging, and it wanted to survey verified buyers of the smaller packages to better understand the product’s usage occasions.
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.
IRI’s AttitudeLink survey allowed the client to gain robust insight into the thoughts and opinions of verified purchasers, revealing previously unknown value around portion control and waste consciousness. Feedback regarding the availability of the product helped support distribution increases. The study helped the client shape future product innovation around single serve packages as well as strategic planning for the particular product going forward.
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