Graze’s challenge was threefold. The brand needed to understand how consumers navigated their product range in store, identify potential and current competitors and evaluate possible articulations for a new product launch.
Opinium created a 3 day online qualitative ‘Pop-up Community’ comprised of 15 current Graze customers and 15 non-customers. Participants undertook a range of activities from photographing in-store layouts and selections to video feedback, short polls and communication reviews. Utilising a flexible topic guide, the Opinium team were able to quickly develop new tasks based on in-the-moment feedback from both the client and participants.
“Running a Pop-up Community with Opinium was a great way to immerse ourselves into what current and new consumers think of the brand and help us develop products relevant to them. The interactive nature of a community means that the whole team could get involved and add new questions to help us gain a robust consumer understanding of potential new flavours and names.”
The community provided Graze with a clear understanding of how current and potential customers navigated both their range and those of their competitors; the potential barriers to and triggers for purchase as well clear recommendations for the name and layout of their new range.