Case Study
The Power of Video Feedback for Product Testing
Co-create products with the people you care about most through real-time feedback on digital prototypes or watch consumers interact with your products in their native environment
See it in Action
Mars faced time and budget constraints for launching a new fruit/plant based puree product. Instead of traditional in-home tests, they opted for video-based consumer trials. This allowed them to quickly gather feedback from a diverse consumer base in their natural environments, leading to faster decision-making and increased confidence in the findings compared to past methods.
- 300
- Videos analyzed
- Wider
- Market representation
- Faster
- Decision making
The Power of Video Feedback for Product Testing
Challenge
Mars Global Fruity Confectionary team was rolling out a new real fruit/plant based puree product under a new brand logo. Mars needed to bring potential customers into the testing to inform each wave of product development and marketing efforts to understand preferences & usage behaviors.
Historically, Mars has leveraged in-home moderators to conduct traditional IHUTs but time and budget was not available.
Solution
We asked groups of 75 consumers living in the US to participate in a in-home product trial. Consumers tested 4 products and provided first impressions, usage behaviors and occasions, suggestions for improvement, and their likelihood to use and recommend.
Business Impact
When compared to onsite product tests or in-home moderated tests video enabled the Confectionary team to collect a wider representation of the target market.
Field was completed in just 4 days allowing decisions to be made significantly quicker then through past methods.
Video enabled Mars to capture consumer feedback in a natural environment adding more confidence in the findings.
Voxpopme’s video analytics capabilities made processing 300 videos a manageable exercise.
Company Summary
Mars, Incorporated is a global powerhouse in the food industry, acclaimed for manufacturing chocolate, chewing gum, mints, and fruity confections. Its product lineup includes household names like Mars bars, M&Ms, Skittles, and Snickers. Operating since 1911, Mars has expanded its reach to encompass four key business segments: Petcare, Food, Mars Wrigley Confectionery, and Mars Edge. The company maintains a robust workforce of approximately 140,000 employees, serving customers in over 80 countries.
- Industry
- Food
- Region
- Worldwide
- Company Size
- 140,000+
- Business Type
- B2C
The Power of Video Feedback for Product Testing