Consumer Packaged Goods Research
Smartphones have given Consumer Packaged Goods (CPG) consumers unprecedented power to get product information on-demand. So why not connect with them instantly, whenever and wherever you need them?
MFour’s mobile app research technology and first-party, all-mobile consumer panel redefine what CPG research can accomplish in the Smartphone Era.
Observe and engage the right people – a U.S. audience of 2.5 million consumers, carefully profiled, validated and representative across geography and demographics. Easily include representative numbers of Millennials, Gen Z, Hispanics and African Americans, who are hard to reach without mobile.
Watch their buying journeys from store to store, then survey them at the Point-of-Emotion® where buying decisions are made. There’s never been a better way to understand the “why” behind the buy.
Solutions for CPG
- Understand in-store shopping experiences.
- Get the “why” behind the buy with after-visit research.
- Location tracking: observe consumers’ journeys to all retail locations.
- Optimize social ad campaigns by pre-testing in consumers’ actual news feeds.
- Get product usage evaluations at the moment of consumption.
- Competitive Intelligence.
- Non-Buyers: get the “why” behind the non-buy.
CPG Research Options
Talk to validated, natural category shoppers inside the store for feedback at the Point-of-Emotion® where buying decisions are made.
- Can they easily find the right aisle, then find your product on the shelf?
- Does your product’s packaging catch the eye? Is it memorable and draw them in?
- Did they really see your product? Get photo captures for validation.
- Are your aisle displays and promotions getting shoppers’ attention?
- Is a recent aisle reset working for you? Or is a reset needed?
- Is the staff helpful and courteous? Knowledgeable about your product and category?
- Store environment: is it a clean and pleasant place to be? Is checkout convenient?
Connect with your validated purchasers immediately after they’ve left the store. Surveying them right now gets you the “why” behind the buy, including the emotional component, before recall bias sets in.
Gain nationwide representation without in-person exit interviews. Using mobile saves time and money and eliminates interviewer fraud.
- Get accurate A to Z insights on shoppers’ total experience and satisfaction.
- Did they buy your product? At what price? Photos of receipts validate purchases.
- Don’t stop at what was bought and for how much. Ask why.
- Fighting killer deadlines? Mobile exit interviews get 25% response rates within one hour, 50% in 24 hours.
Location Visit Tracking with Path-2-Purchase® Platform
MFour’s Path-2-Purchase® Platform tracks and archives visits to 12.5 million U.S. locations, including the top 1,000 retail chains.
Observe all the buying journeys of members of the largest, first-party all-mobile consumer panel. Validate that they’ve bought your product or a competing product, then survey for the “why” behind the buy.
Track category shoppers and your own buyers over a span of days, weeks or months for deeper insights into purchasing patterns. These patterns provide the critical insights to identify, define and reach out to your consumer segments.
Data privacy concerns? No.
All of the consumers you’ll observe are opted-in for location tracking. They allow tracking because they want to take location-based surveys.
- Who’s coming to the stores that carry my products and how often?
- Who are my product and brand loyalists, who’s rejecting me and why?
- Who are my weekend shoppers? Who’s coming on weekdays? On the way to work?
- Where did they go before and after my store?
- When a retail chain eliminates a location, where do those shoppers go?
- What’s the impact on store foot traffic when Amazon is running a special shopping event?
- What are store visitation patterns of the people who have my brands’ apps?
Product Usage Testing: A Multi-Phase Approach for Your Brands
- Are consumers considering your products?
- Are the name, packaging, aisle and shelf placement effective?
- How satisfied are they when they actually use the product?
Get your answers with a comprehensive mobile In-Home Usage Test (IHUT) study.
IHUT First Phase: In-Store Testing
Decide between a study of natural product or category intenders or conducting a recruit-and-send in which you instruct consumers who match your product’s target audience to buy it and take it home.
Begin with an in-store survey to focus on the shopping experience.
- What’s the best shelf and aisle placement for your product?
- Does the packaging stand out and do shoppers find it attractive?
- Is the product’s name appropriate and memorable?
- What motivated natural buyers? Price? Quality? A friend’s recommendation?
- Consumer segments: which natural category consumers are most likely to consider or buy your brand?
IHUT Second Phase: At-Home Testing
Survey natural or recruited purchasers exactly when they use your product. Get the most detailed feedback on how they consume it and how well they like it.
Asking respondents to capture “video selfies” as they use and talk about the product is especially effective. Nothing beats seeing and hearing consumers at the Point-of-Emotion®. And videos of actual consumers will make your presentations more memorable.
Expect response rates of 85% for the in-home product use phase, up to two weeks after the purchase.
- How and where do they use the product?
- What’s written on their faces and audible in their voices as they give their evaluations?
- Do they state satisfaction but respond with an audible or visible shrug?
- What do you see and hear when they compare your store brand to “name” brands?
Turn your focus to competing products’ validated purchasers. You can leverage all the in-store, after-visit and mobile location tracking research capabilities outlined above to understand your rivals’ buyers as completely as you understand your own.
- Establish private communities of competitors’ validated shoppers (or your own) for regular feedback that reveals your brand’s competitive advantages and disadvantages.
- Mystery shoppers: recruit mobile spies, send them to buy a competing product, then survey for fast competitive data.
- Identify members of MFour’s Surveys On The Go® consumer panel who have competing brands’ apps on their phones. 100% IR without screening questions.
Social Media Ad Testing
MFour’s Social Ad Testing is the only way for brands to receive instant pre-launch mobile feedback on their advertising messaging, copy and design. Target audiences see your test ads in their personal news feeds. It’s not a simulation, but a test in the exact social environment where the ad must perform, across Facebook, YouTube, Instagram, Pinterest, Snapchat or Twitter.
First, observe their ad interactions passively (clicks, shares, likes, viewing duration). Then survey them about ad recall, brand awareness and intent to buy. Finally, re-inject the ad, alert them to it and get feedback on the advertising creative.
High scores tell you you’re ready to launch the campaign. Negative feedback guides your creative revisions. Repeat until you get the thumbs up.
- Is the concept a bore or an attention-grabber?
- Is the creative working? Why or why not?
- Is this ad a success on Facebook but ineffective on Twitter?
- Where should I place my products’ ads and allocate my ad spending?
Out-Of-Home (OOH) Advertising Measurement for CPG
Use geolocation to identify consumers just after they’ve come in view of your geofenced billboards, transit signs, kiosks and other OOH surfaces. Then survey them to get metrics on ad awareness, brand and product recall and intention to buy.
- Is your OOH campaign achieving lift? Run a parallel study of similar but unexposed consumers to establish a benchmark for measuring ad effectiveness.
- Track subsequent store visits on Path-2-Purchase® Platform and send surveys to see if they shopped for your brand and the advertised product.
- Before launching an OOH campaign, share advertising creative with your target audiences. Get their feedback on still images and video ads. What’s drawing them in? What’s turning them off? Make the needed adjustments based on their feedback.
A Retail Chain Gave Up the Ghost. Where Will Its Customers Find My Stuff?
MFour engaged with a CPG company to find out where people were going after one of its retailers went out of business.