Consumer Experience – Path to Purchase & In-Use Moment
A major FMCG multinational sought to take a proactive and consumer-centric approach to measuring the quality of experience with their products in store.
A major FMCG Beverage & Snacks multinational sought to take a proactive and consumer-centric approach to measure the quality of experience with their products. The objective was to evolve their traditional trade quality program by integrating the consumer experience.
The challenge was to understand the full picture of true consumer experience and the extent of any issues or defects. Often we only hear of the negative experiences and only then it is from those who take the time to get in touch. Or when a proactive approach is taken through traditional research methods, consumer experiences and conversations are often based on recall.
How did we help? We designed a bespoke Consumer Experience program, covering 8 products across 5 markets. We recruited 100 real consumers per product and had them complete their typical journey (from path to purchase right through to the consumption moment) using our ethnographic mobile app.
At each touchpoint we captured their observations and recorded their experiences, measuring acceptance levels and impact on purchase.
What was the impact on the business? By proactively engaging with real product consumers in real time our client was able to understand the critical touchpoints of the consumer journey for quality experience. They were not only able to identify those issues that affect consumer experience and their associated level of impact but also identify those issues that weren’t necessarily part of the trade technical or quality guidelines, yet had an impact on consumer experience.
This program is now an ongoing tracking study that provides direction measuring acceptance levels and impact on purchase.