Today's savvy consumers have a wealth of information at their fingertips. The Internet provides some of the most in-depth analysis and reviews of almost anything offered in the marketplace -including new products and packaging.
Peeled Inc., a New York City snack-food marketer, is one company taking advantage of consumer insights generated through analysis on the Internet. Working with SheSpeaks, Peeled Inc. discovered ways to improve the product packaging to meet target consumer desires, working smarter to win consumers' attention by integrating rapidly evolving social networking tactics into the market mix.
Through profiling using demographic and psychographic data, SheSpeaks, founded by Aliza Freud, identified members in its national network of more than 50,000 female members, from all 50 states, to sample Bing Bing Cherry, the newest product in Peeled Snacks' line of fruit-and-nut snacks. The network comprises women ages 18 to 60 with varying socioeconomic status. More than 30% of the members are active bloggers, a plus for consumer packaged goods (CPG) companies that need to spread the word fast about a product.
The size and diversity of the network allow SheSpeaks to help companies such as Peeled Inc. to spark women's interest, obtain candid feedback, grow word-of-mouth awareness, and build loyal, long-term brand awareness for CPG companies.
Through profiling, SheSpeaks identified network members to sample the Peeled Snacks flavor. Targeted members received a personalized e-mail inviting them to participate in a test, and 83% responded. Those who participated completed online surveys before and after tasting the product sample. They also shared opinions on a custom online message board.
Prior to the research, 76% of the respondents had never heard of Peeled Snacks and only 3.5% had previously purchased any products in the line. Many of the network members who tested Peeled Snacks reported they had offered a snack sample to a spouse, child, or co-worker.
After sampling the product, participants were encouraged to pass along special offers and discounts directly through the SheSpeaks Web site. Even though the majority of participants were previously unfamiliar with the product, more than 50% recommended Peeled Snacks to a friend or colleague after taking the test.
The Peeled Snacks test proved successful for product founder Noha Waibsnaider. After the test, purchase intent increased 288%, Waibsnaider says.
"We were looking for a way to give consumers a real say in our products," Waibsnaider adds. "Insights from the SheSpeaks test gave us a deep understanding of what women like, where we can make improvements, and it directly impacted our next snack line."
Although Peeled Inc. did not plan to alter the packaging, the company could not ignore the test results. Test participants highlighted key opportunities for improvement.
Some testers expressed disappointment that the original package's serving size was for two, yet Peeled Snacks was not offered in a resealable pack. This insight led to the introduction of a resealable pack and also a new line of single-serve packs.
The data also produced another insight. Most women purchase snacks in health-food stores and grocery stores. To widen its consumer base, Peeled Snacks is working on a new product line that will shift its focus from gyms, theaters, and airports to grocery stores. The new single-serve line will feature ingredients that the data determined to be the most popular.
By Daphne Rodriguez
