New Concept Exploration
The Challenge
A major liquor brand was looking to expand its offerings by introducing a new ready-to-serve (RTS) margarita mix utilizing its parent liquor brand as the base liquor. They came to us to understand how their new concept would perform at shelf in the First Moment of Truth (FMoT) and at home in the Second Moment of Truth (SMoT). They wanted to optimize the beverage’s appeal to the market prior to launch and wanted our assistance with the to sell story.
FMoT
FMoT or First Moment of Truth is the initial reaction we capture when a consumer interacts with a product or service. This happens within 3-7 seconds of the shopper first interacting with the product or service.
SMoT
SMoT or Second Moment of Truth happens when a consumer uses a product or service after taking it home, and the experience they have with it. This can influence whether a consumer decides to repeat purchase your product or service.
Our Approach
We utilized in-store, mobile, and User Immersion methods for this study to explore both the FMoT and SMoT.
Questions client was hoping to answer in FMoT:
- Does the product cue premium RTS offering?
- What is the initial product communication?
- Is the product understood in the FMoT?
A few questions the client was hoping to answer in SMoT:
- How and when are the products consumed?
- How well, if at all, does the drinking experience match at-shelf expectations?
- What opportunities for improvement exist?
To gain insights from consumers in-store during the FMoT we used in-store learning through intercepts. These shoppers all were interviewed on the product in-store. We also used mobile learning through pre-recruited respondents in a mix of chain and independent liquor stores across the country. Respondents were invited to participate in a user-immersion portion upon purchasing products in-store.
To understand more about the product we conducted additional research that explored the SMoT. We invited the most articulate respondents from the FMoT shoppers to participate in the user immersion portion of the study. This approach enabled us and the client to gain a valuable understanding of how the product performed when first noticed in-store through at-home occasions.
In-Store Intercepts
We believe that talking to real consumers in real environments gives us the richest insights. This is why we prioritize in-store intercepts. These shoppers are at the store for their regular trip and are not pre-recruited to do an interview that day. Talking with in-store intercepts allows us to speak with consumers in a “pure” mindset and gives us deep, rich insights.
Mobile Interviews
We know that getting in-person is not always feasible; we offer Mobile Interviews to talk with a real consumer face-to-face through our Recollective platform. We can talk to consumers as they are shopping a store on their own and they narrate the process for us.
User Immersion
We know that SMoT can be critical to a product’s success. We can support you through these learnings with our User Immersion. We will take your product(s) and send them home with real consumers. They evaluate the product(s) in-home across 1-2 weeks and provide feedback either through online journals or a one-on-one conversation with our moderators.
Key Findings & Actionable Insights
After concluding the research, we were able to share a better understanding of the product performance at shelf with the client. Shoppers did not immediately notice the product, but once it was pointed out, packaging clearly communicated its differentiators as a unique and desirable premium option. Other key findings included:
- Product presents as higher quality including less sugar and additives
- Shoppers expect product to be superior to competitors due to packaging
- Shoppers clarified use occasion for the product, which helped drive messaging for launch
These findings enabled us to share some actionable insights with the brand about the line, which included:
- Expanding product to a larger block on shelf to aid in noticeability
- Investing in secondary placement to drive awareness
- Maintain package integrity as line expands
- Continue to add offerings to line that utilize parent brand product to drive product confidence and trust in choice
Outcome
Successfully launched RTS margarita line, and have already expanded the line to include additional flavor offerings. They have even expanded the product internationally, confirming the success of their United States launch.
How Can We Help?
REAL Insight is an in-context insights agency that empowers brands to win at-shelf. We leverage our Win At-Shelf Framework™ to help brands position themselves optimally and reap the benefits of excellent first moment of truth execution.
- Brand & Package Design
- Shopper Insights & Empathy
- Innovation Exploration
- Consumer Intuition Building