The importance of market research and added value for our customers
When we asked TNS Infratest to do this market research, our aim was to find out what potential consumers thought of the dosing spout on granulated food products in terms of functional character and quality.
Part of the research aimed at understanding how much more the consumer would be willing to pay for packaging that was more practical because it had a spout.
The Sequence Test was done on a representative statistical sample of the population consisting mainly of women (who usually do the shopping on a day-to-day basis) and single men aged 24 to 65.
The figures and percentages confirmed the high value and important contribution of a spout for food product packaging. In fact 81.7% of those interviewed were highly appreciative of the spout opening system.
This figure reached 90% when consumers were asked if, when making their purchase, they preferred to buy a product in packaging that came with a spout. Evidently, the answer was “yes”!
It’s undeniable; such a distinctive mark is a perfectly good reason for people to choose a product.
Those who take care of their home know how much time and energy a practical, easy-to-use product can save.
It was found for example that for a 500 gram carton of salt, 72.5% of the sample would have spent €0.23-0.24 more (40% of the price) for a more user-friendly pack with a dosing spout that guaranteed perfect dosing.
The result of the test was surprising also for the TNS experts as they don’t often see an innovation in the packaging world become such a success.
The concrete interpretation of the added value of a spout on a carton pack: what the interviewees had to say.
After discovering most consumers were willing to pay more for a pack with a spout, we asked them to explain why they would do so.
What’s the difference between a carton with a spout and a traditional box that doesn’t have a dosing system?
91.7% of the sample thought the hermetic seal on a pack with a spout was a big advantage over a traditional pack.
A comparison with classic cartons revealed how problematic it was for people to open a pack without a spout, the contents often getting stuck inside, and the pack offering little or no protection from damp, once open.
What other advantages emerged from the Sequence Test?
This kind of market research is an integral part of our work and helps us give advice to our customers on the best possible choice to meet their own particular requirements, as well as helping us improve every day in terms of research and development.
To find out more about the consulting services we offer, click the following link.
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