[Consumer study] Would consumers try orange juice with cereal?

With Tropicana rolling out a cereal that can be eaten with orange juice – instead of the traditional milk – we wondered: Would consumers eat cereal with orange juice? So we asked them in this consumer study.

The methodology

We completed the entire study of 100 respondents through Voxpopme’s Influence market research online community (MROC) of on-demand consumers in seven hours.

In the platform, we combined quantitative and qualitative questions in the study, and the platform neatly packaged the results in one dashboard.

On the quantitative side, we asked:

• What do you have for breakfast? (Only “cereal” answers advanced in the study.)
  • Eggs
  • Oatmeal
  • Bacon
  • Cereal
  • Waffles
  • Sausages
  • Other
• What do you eat with your cereal?
  • Milk
  • Orange juice
  • Other

On the qualitative side, we asked:

• How do you feel about having your cereal with orange juice?
• Would you try the new Tropicana Crunch cereal to mix with orange juice? Why?

Read next: Not sure what to ask? Check out Voxpopme’s tried and tested open-ended questions for video research.

The results

Here’s a  quick highlight reel of reactions:

The quant results

Nine-three percent of cereal eaters have milk with their cereal. Four percent have orange juice already, and three percent have something else with their cereal.

The qual results

Respondents recorded a quick asynchronous video message for the qual questions – selfie-style, directly from their phones.

The automatic sentiment analysis showed that 43 percent of all statements were on the positive side, with 32 percent being negative and 25 percent being neutral.

Unlike the quant questions – which are self-reported answers – this sentiment analysis pulls from what respondents said in their video responses.

The automatic theme explorer and Word Cloud gave me an idea of some of the most mentioned topics.

At times, I also use the Theme Builder and my knowledge of the subject to build and group themes for topics that I consider related.

The analysis

Reviewing the consumer responses, there were undoubtedly some clear-cut nos but also some “yes, let’s try this.”

Not interested in trying

“I think orange juice doesn’t go with cereal,” said Amanda, 33, of Harriman. “You should use milk. And no, I would not try it. That’s pretty disgusting.”

Rachel, 36, of Frostburg, echoed the sentiment and said milk goes with cereal.

Why not try?

Hannah, 19, said she would try orange juice with cereal to see if she might like it.

“If you don’t try it, you won’t know if you like it or not,” she said.

Sarah, 22, of Indianapolis, called it a “weird concept,” but it could be good because it’s fruit.

“I think it can be delicious,” she said. “I feel interested in it, and I would consider it just because of how fun it sounds.”

Kelly, 38, of Yuma, points out that Tropicana specifically created cereal to be eaten with orange juice. So why not try it, she said.

Joel, 39, of Reno, said he would try it.

“Wow, that is cool,” he said.

“I’ve never had orange juice with my cereal. But it seems like a good idea,” said Jared, 28, of Springdale. “I would absolutely sign up for the free sample of this. Absolutely.”

Some consumers also mentioned they appreciate the innovation.

“I applaud Tropicana for providing the opportunity for those who are interested in orange juice in their cereal,” said Josh, 42, of Westfield.

Where to next?

As a next step, we might consider checking in with people who have tried the new cereal with their orange juice and get their feedback and opinion.

A lot of the opinions in this study seemed to be based on previous experiences or the common practice that milk goes with cereal. Then, on the other hand, we saw people who would try it, but they also don’t know yet whether they would like it and make it a standard breakfast.

Read next: How you can use video surveys for your next project!