SSP Conference Oral Presentation, showcasing on Thursday, October 3, 2024 at 9:00 AM – 9:15 AM CDT; Part of Technical Session C - Integrating behavioral methods in consumer research
Presented by Rebecca Maine (Curion) in collaboration with Roman Igudin, and co-authored by Janavi Kumar, Associate Principal Scientist (General Mills) and Megan Schumaker, Product Guidance Strategist (General Mills)
The Limitations of Traditional Consumer Data
Consumer data from in-home use tests helps us understand not only product acceptability, but also occasion and usage of a product when consumed in a natural environment. However, to obtain this information, we are limited to self-reported responses from consumers who rely on memory.
Product Sensor Potential for Real-Time Tracking
Product sensors are a behavioral option due to their real-time tracking of time of use, number of uses, and amount of product used, all with low interaction by the consumer. This behavioral information can be used during the development process to provide guidance that goes beyond consumer liking, specifically in determining usage of new products and potential purchase frequency.
Case Study: General Mills and Curion's Innovative Approach to Better-For-You Products
General Mills, in conjunction with Curion, trialed a sensor technology for a Better-For-You Product to determine how it compared in usage to other products on-shelf. Usage data was recorded and used to supplement the self-reported survey data. This study leveraged sensors to compare how the new Better-For-You product compared to other products, particularly measuring the amounts used over the course of the evaluation period.
Balancing Technology and Consumer Experience
Although the technology has some limitations, usage data corresponded with consumer acceptance and confirmed recommendations suggested for the product. In addition, consumers were surveyed about use of the technology with at least three-fourths reporting the sensors were easy to use and they were likely to participate in another sensor tests. Additionally, more than half communicated the sensor did not interfere with their usual routine, although storage of the product may have been atypical.
The Future of Analyzing Consumer Behavior
Introducing new technology, like product sensors, into in-home use tests offers an unobtrusive way to enable more “do vs. say” behavior. As technology advances this method could prove useful when seeking more information on how consumer behavior impacts the total product experience.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
