CPG Company Gains Insight Through Heat-Mapping

Crop woman close up eating oat and fruits bowl for breakfast
Heat-mapping technology paves the way to comprehensive product understanding.
A popular food manufacturer wanted to test out their new instant oatmeal dispensers to glean any insights for potential optimizations. Using tools available in Curion’s Digital Solutions Toolkit, the client was able to glean several important insights about their instant oatmeal dispensers including flavor offerings, price point, and design. Armed with new information, the client was able to optimize the product and prepare for a live launch.

Impact

Curion’s heatmap technology and other tools within its Digital Solutions Toolkit allowed the client to learn more about their consumers’ desired flavor offerings, price point, and design. The data-backed decision was made to revisit R&D and optimize their product before going to market, mitigating risk prior to launch and saving them over $1M in out of pocket costs.

Our Approach

The client worked closely with Curion to develop an ideal product testing method countrywide, leveraging Curion’s Image Map Element, a heatmap tool available within their Digital Solutions toolkit.

To provide feedback, the 300 recruited consumers went online and filled out a short survey that included image and video stimuli of how the machine can be used to prepare instant oatmeal.

The information was then provided in the form of a heatmap – showing us the parts of the machine that consumers liked and disliked the most.

Results

Using tools available in Curion’s Digital Solutions Toolkit, the client was able to glean several important insights about their instant oatmeal dispensers including flavor offerings, price point, and design.

Information was presented to the client’s R&D team, with a decision to optimize the product further based on Curion’s research with plans to launch in market after making some improvements.

This decision allowed the client to mitigate risk and use the time, efforts, and expenses saved to optimize prior to launch.

Insights

Thanks to heatmap technology, the client was able to gather information on what specifically consumers liked about the look and use of the machine.

Additional Findings Include:

65% expressed purchase intent.

Consumers expect it to be fast and convenient.

Consumers are looking for a clear door so they can watch their oatmeal being made.

80% expect the quality to be the same or better than at home.

Consumers are willing to pay $1 – $1.99 per cup of oatmeal.