Consumer Insights: Fielding Product Development & Packaging Surveys

SITUATION
Petit Pot, a small traditional French pudding brand, had business-critical questions about how to talk about their delicious products. They had never comprehensively surveyed their consumers to learn who they were, why they purchased Petit Pot, and how they ate it.

PROBLEM
Petit Pot needed to understand how to talk about their product to a new group of consumers because they recently expanded distribution from specialty stores to mainstream grocery stores. They had questions about the product name, top product claims, key purchasing criteria, and whether consumers thought that their new plant-based products would be delicious. Additionally, they had limited budget and a tight timeframe because they wanted to use the consumer insights to update their packaging in time for an upcoming tradeshow.

SOLUTION
We helped Petit Pot develop, write, program, and analyze two consumer surveys: one long one with many freeform questions for their highly engaged newsletter subscribers and short one with primarily multiple choice questions for an audience panel that was unfamiliar with the brand. We were able to understand the differences in perspective of their current consumer base and their potential consumers with these two consumer groups. With the audience panel, we screened for consumers that had purchased their category of refrigerated desserts in the past six months and had Top Two Box Purchase Interest of their product.

BENEFITS
Petit Pot used these consumer learnings to change their packaging and increase trial of their product on-shelf. Their packaging now clearly highlighted their most consumer relevant product claims, product name, and product description. Additionally, they were able to use the consumer demographics, purchasing, and consumption information from these surveys to make strong retailer stories as their consumers are primarily high-income Millennial consumers who purchase their product frequently.

For more information, contact Christie Lee at 516-967-8810 or [email protected].