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Mobile Diary Study for iHUTs: A Case Study on Concept and Product Testing
Our client specialises in securing powerful consumer insights. One such industry that they were frequently asked to work in was alcoholic beverages sector. In recent times, this has come to include the non-alcoholic and low-alcohol offerings being developed by the large, traditional alcohol companies.
By leveraging Indeemo's mobile diary platform, our client carried out in-depth research in order to gain valuable insights from participants in real-time.
The Challenge
The beer industry is facing a challenge as the low/no-alcohol trend has rapidly developed, with sales of low/no-alcohol drinks rising by more than 20.5% in recent years. Traditional beer companies are now becoming aware of the changing beer scene and the need to adapt their staple products.
Our client, a long-established beer company, approached us with a mission to understand the product experience of their low-alcohol offering. They foresaw a long and costly journey to comprehend how consumers would react to their new product.
Our client recognised that gaining a surface-level understanding of their low-alcohol beer's reception would not be enough to make informed business decisions. To truly comprehend what consumers thought about their new product concept, they needed to gain deeper and contextual insights.
They wanted to know how their target audience perceived the taste, branding, packaging, and messaging of their low-alcohol beer, as well as how it compared to other low-alcohol beers in the market.
Additionally, they were interested in learning more about the contexts in which their target audience consumed low-alcohol beer and the occasions that prompted them to purchase it. By uncovering these insights, our client aimed to identify potential opportunities to improve their product and stand out in a crowded market.
Research Objective
Our client approached us with the primary objective of gaining in-depth insights into their low-alcohol offering and the product experience of their target audience. They sought to achieve the following:
Obtain feedback from consumers on their user experience with the client's low-alcohol offering
Identify the features and characteristics that consumers desire in a low-alcohol product
Explore the motivations and influences that drive purchasing decisions for low-alcohol products, including health concerns, lifestyle changes, and taste preferences
Gather instant feedback from respondents on the newly designed packaging and branding of the low-alcohol product, to ensure it effectively resonates with the target audience
Improve the client's low-alcohol offering and gain a competitive edge in the rapidly growing market through the obtained insights.
135 Respondents
4 Tasks
3 Weeks
Tasking Strategy: All-at-once Tasking
The Solution
Our client faced a significant challenge when seeking to gather unbiased feedback on their low-alcohol beer offering. They had conducted numerous studies in the past, but the nature of beer studies made it difficult to obtain accurate and genuine responses.
After partnering with Indeemo, our client decided that an In-Home Usage Test (IHUT) would provide the real-life insights they were seeking.
They recruited 135 respondents and sent each a binded beer sample to try in their own homes. The respondents were then able to provide media-rich, in-the-moment feedback by sharing their thoughts on beers in general and completing a video task of the product test.
By leveraging Indeemo's innovative technology, our client was able to gather invaluable insights and overcome the challenges of beverage-testing studies to obtain unbiased feedback from their target audience.
The Benefits of a Diary Study for iHUTs
Overcoming Challenges with a Mobile Diary Study
Our client faced significant challenges in understanding consumer attitudes towards their low-alcohol beer offering. Traditional studies were costly, difficult to moderate, and often failed to provide unbiased feedback.
Gathering In-The-Moment Feedback
Working with Indeemo, our client leveraged mobile In-Home Usage Tests (IHUTs) to gather authentic, in-the-moment feedback from 135 respondents on their low-alcohol beer offering. The IHUT allowed respondents to try the product over the course of a few weeks and diary their experiences, providing invaluable insights into real-life low-alcohol beverage moments. By removing the need for a central location, our client was able to significantly reduce costs and overcome the challenges of previous non/low-alcohol quantitative studies.
Instantaneous Feedback on Packaging and Branding
In addition to gathering feedback on the user experience of their low-alcohol offering, our client was able to obtain instantaneous feedback on the packaging and branding of the beer. By distributing the product to users and enabling them to record their unboxing experience from the point of delivery, our client was able to obtain unbiased feedback from the very moment the product arrived at their door, avoiding the development of bias and other problems associated with post-rationalized feedback.
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Indeemo has been used successfully to test concepts, products and adverts ranging from smart wearable devices to low calorie beer to recycling advertising campaigns to comms testing aimed at medical consultants.
Our customers consistently remark on the richness of the feedback that can be captured using video and autoethnography compared to lab or central location testing.
