From Big Data To Guilt-Free Snacking
Transcript of From Big Data To Guilt-Free Snacking
Mikkel HaugstveitCategory Manager, Scandza
Eirik BerteigHead of Insights, Trybe
Stig Ola JohansenHead of Business Development, Trybe
Successful launch and positive early sales
Possible opportunity to increase competitive advantage
Needed deep dive into consumer landscape
Validate hypothesis on market readiness for healthy snacks
Mapping our brand funnel against competitors
Studying consumer behaviour patterns
Current snacking habits
Drivers and barriers to conversion
Targeted trials for claim validation
~2000 consumers in Norway
Grew our sales by 8% since implementing what we have learned about our products.
Validated our hypothesis that Norwegian consumers would
enjoy “guilt-free” snacks
Nailed down ourtarget market
Uncovered our key unique selling points
Increased trials through targeted sampling
… and the best part?
“God, sprø og akkurat passe søt. Jeg liker vanligvis ikke slike barer, men denne overrasket meg! Kommer nok til å kjøpe denne!”
“Perfekt på alle måter. god smak, konsistens, utseende og til og med lukt.”
“Supergod både som mellommåltid og snacks. Veldig god karamellsmak. Kommer til å kjøpe den igjen.”
“Min nye favoritt!”“Denne var fantastisk god, masse smak og veldig god selv om den skal være sund.”
“DIGG. Knasende god. Mange smaker på en gang. Fyller både søtbehovet og småsulten :) Liker!”
Trybe allows companies to sample their products only to consumers they
want to target and get unfiltered feedback, consumer sentiment and deep product, service and consumer
insights in return.
Trybe generates and combines qualitative and quantitative research with demographic and socioeconomic
data-points to uncover previously hidden insights about markets, products,
shoppers and consumers
Trybe generates demographic and socioeconomic data
Trybe clients (e.g. Nestlé, Coca-Cola) have products available on trybe.com
Trybe generates data about consumers’ usage habits, category funnels, occasions, etc.
Trybe ships product samples to selected consumers (we can take care of all logistics)
Trybe generates data linked to a specific product and provides predictive insights about future buying habits
Typically 1000 or less respondents
Only defined data as part of the survey
An average of $52.000 per single activity
Up to 6 - 9 months lead time
Typically 2000+ and up to >20.000 respondents
Automatic breakdowns by multiple data points, available in real-time
Starting at $3.000
Insights delivery in 24 hours - 6 weeks
Big hassle & setup costs for multi-country research Global research, fully standardised and automated