case study - product concept test
DESCRIPTION
TRANSCRIPT
Case Study - Product Concept TestTotal Respondents: 800Results Collected from 7.12.11 – 7.14.11
Research study conducted by:
Please indicate your gender.
Male Female0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
50% 50%
What is your age?
21 to 25 26 to 35 36 to 45 46 to 55 56 to 650%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
27%
37%
23%
9%4%
Which of the following ranges best describes your total annual household income, before income taxes?
$45,000 to $64,999
$65,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
37% 34%
19%
6% 5%
Have you purchased and eaten nuts (peanuts, almonds, etc) in the past month?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100%
YES
Preferences for Flavor Themes in Survey 1
0%
5%
10%
15%
20%
25%
30%
35%
40%
16%
4%
10% 10%
8% 7% 7%5%
3%5%
7%4% 4%
6%4%
2%
5%
8%6% 5% 6%6%
4%
9%
6% 5%7%
8%
13%
8%
14% 14% 15% 14%13%
12%
8%
14% 13%11%
13%12%
13% 13%11%
14%15%
13%
19%
14%
20%18%
12%
16% 16% 15%
19%
39%
15%17%
21%20%
16%
1 2 3 4 5 6 7 8 9 1 = Will definitely NOT purchase9 = Will definitely purchase
Theme 1 Theme 2 Theme 3 Theme 4 Theme 5 Theme 6 Theme 7
Preferences for Flavor Themes in Survey 2
0%
5%
10%
15%
20%
25%
30%
35%
40%
5%
8%9%
8% 8%
11%10%
4%5% 5% 4% 5%
4%5%
4%5%
6% 7%5% 5% 5%
7% 7% 7%8% 8% 7% 8%
14%
21%22%
17%
12%
17%
14%14% 14%
10%
13%12%
13%
9%
15% 14%
17%15% 15% 15%
12%
17%
12% 12% 12%14%
13%
10%
22%
13% 12%
17%
22%
15%
28%
1 2 3 4 5 6 7 8 9 1 = Will definitely NOT purchase9 = Will definitely purchase
Theme 8 Theme 9 Theme 10 Theme 11 Theme 12 Theme 13 Theme 14
Preferences for Flavors in Survey 1Theme: FLAVOR THEME 1
0%5%
10%15%20%25%30%35%40%45%50%
10% 11%
6%3% 5% 5%4%
8%6%5%
9%
5%
11% 12% 13%
9%11% 11%
13% 14% 14%
19%
10%
16%
26%
22%
26%
1 2 3 4 5 6 7 8 9 1 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 1 Flavor 2 Flavor 3
Preferences for Flavors in Survey 1Theme: FLAVOR THEME 2
0%5%
10%15%20%25%30%35%40%45%50%
6% 6%3%
5% 5%2%
6% 7%4%5% 5%
7%
13% 12%
8%
11%10% 9%
14%12% 13%
16% 16%
22%
26%
30%
33%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 4 Flavor 5 Flavor 6
Preferences for Flavors in Survey 1Theme: FLAVOR THEME 3
0%5%
10%15%20%25%30%35%40%45%50%
13% 13% 13%
3%4% 5%
7% 7% 6%6%8% 8%
12% 11% 11%12% 12%10%
14% 13% 13%17%
15% 15%
19% 18%20%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 7 Flavor 8 Flavor 9
Preferences for Flavors in Survey 1Theme: FLAVOR THEME 4
0%5%
10%15%20%25%30%35%40%45%50%
8% 7%10%
5% 4% 4%6% 7% 7%
6% 7% 7%
14% 14%17%
11% 11% 12%
16%13%
15%17%
15%13%
19%
23%
17%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 10 Flavor 11 Flavor 12
Preferences for Flavors in Survey 1Theme: FLAVOR THEME 5
0%5%
10%15%20%25%30%35%40%45%50%
7% 7%10%
3%4% 6%4% 4%
6%4%
5%7%
10% 10%
17%14%
17%
11%14% 15%
17%18% 16%14%
27%
22%
14%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 13 Flavor 14 Flavor 15
Preferences for Flavors in Survey 1Theme: FLAVOR THEME 6
0%5%
10%15%20%25%30%35%40%45%50%
5% 6% 5%5% 5% 4%4% 4% 4%6% 5% 4%
11%8%
11%11%13%
11%
17% 17% 16%18% 18% 17%
23%26%
28%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 16 Flavor 17 Flavor 18
Preferences for Flavors in Survey 1Theme: FLAVOR THEME 7
0%5%
10%15%20%25%30%35%40%45%50%
14%11% 10%
7% 6% 6%6% 6% 6%6% 7% 7%
16% 15%13%
11% 12%10%11% 11%
16%14% 15% 14%14%17%
19%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 19 Flavor 20 Flavor 21
Preferences for Flavors in Survey 2Theme: FLAVOR THEME 8
0%5%
10%15%20%25%30%35%40%45%50%
9% 7% 8%
3%6%
4%5% 6% 5%3% 4%
8%11% 11% 10%12%
10% 11%14% 15%
13%
19%
14% 16%
27% 28%26%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 22 Flavor 23 Flavor 24
Preferences for Flavors in Survey 2Theme: FLAVOR THEME 9
0%5%
10%15%20%25%30%35%40%45%50%
7% 8%
20%
4% 5%8%7%
3%
8%6% 7%
9%9%11% 10%11%
12% 12%
19%
14%11%
13%15%
11%
26% 26%
12%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 25 Flavor 26 Flavor 27
Preferences for Flavors in Survey 2Theme: FLAVOR THEME 10
0%5%
10%15%20%25%30%35%40%45%50%
12%
16%
12%
6% 7%5%
7% 8% 7%9% 9%
6%
13% 13% 13%12% 13%15%
13% 13% 14%14%
9%
13%16%
12%
16%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 28 Flavor 29 Flavor 30
Preferences for Flavors in Survey 2Theme: FLAVOR THEME 11
0%5%
10%15%20%25%30%35%40%45%50%
11%8%
13%
6% 5% 4%8%
6%7%
6% 6% 6%
12% 11%13%
12% 13%14%15% 16%
14%15%
13%12%
18%
23%
17%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 31 Flavor 32 Flavor 33
Preferences for Flavors in Survey 2Theme: FLAVOR THEME 12
0%5%
10%15%20%25%30%35%40%45%50%
10% 10% 10%
2% 4% 4%4% 3%4%
7%5% 4%
10% 10% 8%
15% 14%11%
15%12% 14%15%
17%14%
22%
27%
32%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 34 Flavor 35 Flavor 36
Preferences for Flavors in Survey 2Theme: FLAVOR THEME 13
0%5%
10%15%20%25%30%35%40%45%50%
12% 13% 12%
7%5% 5%
9% 8% 7%6% 7% 6%
12% 13%11%12%
14% 14%13% 13%16%14%
12% 12%15%
17% 18%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 37 Flavor 38 Flavor 39
Preferences for Flavors in Survey 2Theme: FLAVOR THEME 14
0%5%
10%15%20%25%30%35%40%45%50%
8%10% 9%
3% 4% 4%5% 4% 6%5% 6% 7%
13%
9% 10%11% 11% 11%12% 13%10%
14% 13% 13%
30% 31% 32%
1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase
Flavor 40 Flavor 41 Flavor 42
Overall Preference Rating of Themes
1 2 3 4 5 6 7 8 9
5.62
5.64
5.67
5.68
5.73
5.75
5.85
5.96
6.02
6.07
6.08
6.11
6.35
7.13Theme 2
Theme 8
Theme 5
Theme 12
Theme 6
Theme 14
Theme 7
Theme 11
Theme 3
Theme 13
Theme 9
Theme 1
Theme 4
Theme 10
Overall Preference Rating of Top 15 Flavors
1 2 3 4 5 6 7 8 9
6.31
6.32
6.33
6.35
6.38
6.40
6.40
6.41
6.42
6.42
6.48
6.52
6.59
6.63
7.02Flavor 6
Flavor 18
Flavor 13
Flavor 17
Flavor 22
Flavor 16
Flavor 36
Flavor 5
Flavor 35
Flavor 40
Flavor 4
Flavor 1
Flavor 25
Flavor 23
Flavor 41
Overall Preference Rating of All FlavorsRanking Flavor Rating Ranking Flavor Rating
1 Flavor 6 7.02 22 Flavor 32 6.112 Flavor 18 6.63 23 Flavor 11 6.113 Flavor 13 6.59 24 Flavor 10 6.074 Flavor 17 6.52 25 Flavor 7 5.855 Flavor 22 6.48 26 Flavor 21 5.836 Flavor 36 6.42 27 Flavor 31 5.787 Flavor 16 6.42 28 Flavor 2 5.788 Flavor 5 6.41 29 Flavor 9 5.769 Flavor 35 6.40 30 Flavor 12 5.75
10 Flavor 40 6.40 31 Flavor 20 5.7011 Flavor 4 6.38 32 Flavor 15 5.6812 Flavor 1 6.35 33 Flavor 8 5.6713 Flavor 25 6.33 34 Flavor 39 5.6614 Flavor 23 6.32 35 Flavor 30 5.6515 Flavor 41 6.31 36 Flavor 33 5.5916 Flavor 26 6.30 37 Flavor 28 5.5817 Flavor 14 6.30 38 Flavor 38 5.5318 Flavor 42 6.29 39 Flavor 37 5.4719 Flavor 24 6.24 40 Flavor 19 5.3920 Flavor 34 6.19 41 Flavor 29 5.0821 Flavor 3 6.19 42 Flavor 27 4.86
olive
Which of the following best describes your current employment status? (Please select one)
Employed full-time
Employed part-time
Self-employedStudent
Retired
Homemaker
Unemployed
Prefer not to say0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
58%
14%7% 8%
2%7%
2% 2%
What is the highest level of education you have completed? (Please select one)
Some high school
High school graduate
Trade, Vocational, or Technical school
Some college
Four-year college degree
Some graduate school
Graduate school degree
Prefer not to say
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2%11%
4%
25%
37%
4%
15%
2%
Which of the following best describes your current marital status?
Single, never marriedMarried
Separated/DivorcedWidowed
Living with partner
Prefer not to say0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
40% 43%
5% 2%8%
2%
What is your ethnic background?
Black/African American Asian
Native American
Pacific Islander
White/CaucasianOther
Prefer not to say0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8%
16%
4% 3%
60%
7% 4%
Are you Hispanic or Latino?
No Yes Prefer not to say0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
78%
16%
6%
This survey was conducted online via social networks among 800 individuals. This online survey is not based on a probability
sample and therefore no estimate of theoretical sampling error can be calculated.
For more in depth survey methodology, please contact Lab42 at [email protected]
A B O U T T H I S S U R V E Y