Claims are one of the most powerful tools in a brand’s toolbox. At PLAY, it’s no exaggeration to say we’re obsessed with packaging as an extremely valuable consumer touch point. Claims have a key role in the relationship between a brand and consumers, not only through their appearance in packs, but also in their usage in comms and messaging.
With customer attitudes, purchasing habits and preferences changing with each lockdown, research is more crucial than ever.
After a tumultuous year, Australian retailers are relying on a bumper holiday season to help them survive into 2021 and beyond. Meanwhile, consumers are busy adjusting, exploring and experimenting with new ways of living while trying to enjoy opportunities for festivities during a global pandemic and recession.
Good research – well designed, well recruited and well interrogated research – doesn’t come cheap. And it shouldn’t. But in many cases, it’s not always clear why research costs as much as it does and what exactly contributes to that cost, so the cost is often the first thing that is debated.
We first began working remotely when It Who Must Not Be Named started (*cough Covid-19*). It seemed like it would be a breeze to adapt to our home offices, especially since we were already used to working between multiple offices and saying, “You’re on mute” regularly.
In reality, we had some hard lessons to learn when it came to adapting face-to-face methodologies into online environments.
So, to save you the headache of trial and error, we’ve summarised our best tried and tested tips that will help you bring distributed teams and consumers together in an online innovation sprint (from further afar than might otherwise have been possible before!).
When we found out that General Mills and Aigora had conducted pilot research on smart speaker surveys, we had to know more. In-home testing is very much our bread and butter at PLAY, so when the opportunity then came up to test smart speaker surveys in this setting, we were game.
In partnership with Aigora, a US-based consultancy specialising in applications of AI in consumer research, we had the chance to trial a new way to collect data hands-free and in-the-moment. Given their advancements in this space, we also wanted to experience the benefits of smart speaker surveys for ourselves; including getting greater detail from participant responses, offering a more engaging way to do in-home tests and hopefully receiving richer, more accurate results for our clients.
Today, we share with you the highs and lows and our recommendation on if this is right for you and your brand.
PLAY's sensory specialist, Andrew Turner, discusses how rapid sensory profiling can take your product to the next level by asking your consumers some simple questions.
By 2025, the global plant-based market is predicted to hold a market value of $38.4 billion.
Not all generations are created equal when it comes to marketing messages. In fact, quite the opposite. It’s one of the main reasons why targeted generational marketing and communications are so powerful (and why memes can be so hit and miss!). Knowing your key audience’s habits, beliefs and channel preferences enables you to hit the nail on the head, every time.
Way back when lockdown first started, reports showed that the Aussie stereotype of loving a drink, no matter the occasion was alive and well. I know I was enjoying an extra wine with the additional hour at home at the end of the day (no travel!).
Yet with restrictions starting to ease, liquor consumption has slowed. It may still be some time before we are back ‘to normal’, which means there’s plenty of opportunities for brands and categories to facilitate these occasions in the meantime. So, let’s pop a bottle and dive right in to our top alcohol trends!
Once considered an old school research method, in-home usage tests (IHUTs) are the perfect combination of traditional and innovative techniques and should definitely be part of your research arsenal.
With the ability to be customised according to your research needs, there's a good reason they've stuck around. Couple that with the latest advancements in online qual and you can easily gain actionable insights on your products from the comfort of your own home - and that goes for your team, as well as your consumers.
If you're wondering whether an IHUT is right for you, or if you're trying to convince your team (or yourself!) to give them a go, PLAY's sensory expert, Andrew Turner, tells you everything you need to know in less than 3 minutes.
With the rapid pace of change that this new decade (and this pandemic) promises, consumer food preferences are evolving to fit the life-coach model. That is: be you, only better.
We’re longtime fans of fresh, effective ways to approach research. We are called PLAY after all!
We were recently invited to share our Play perspective on COVID-19 learnings with the Australian Institute of Food Science and Technology (AIFST). We love a lunch and learn, so we were thrilled to share the insights we've gained from our Australian online community over the past month and a half with some virtual friendly faces.
If you missed out, here's your chance to tune in and learn more about the impacts on purchase and consumption and what's next for FMCG manufacturers.
In our webinar, we cover:
1. FMCG-specific recommendations to explore and help your business adapt during this time.
2. The emerging purchase and consumption trends we're seeing (and how they're evolving).
3. How Aussies are feeling and the kinds of changes they're making in response to the crisis.
For some, online shopping used to be a non-essential indulgence or a way to save time. Nowadays, with non-essential errands banned, more and more Australians are choosing delivery and pickup options. Australia Post is delivering more parcels than Christmas whilst Coles and Woolworths have had to rein in their delivery options due to such high demand, so you know this is a big deal.
As we write to you from our kitchen tables and home ‘offices’, it seems like an understatement to say that our worlds have changed dramatically in the past month. Purchase behaviours and attitudes are changing each week. People have switched brands and tried new products, both willingly and out of necessity as the demand for everyday staples has soared.
In these uncertain times, consumer behaviour is rapidly changing and becoming more and more unpredictable. For almost six weeks, the PLAY team have been tracking these changes with our Australian online panel and hearing about these impacts and changing purchase habits directly from Australians.
Now more than ever, research is needed to delve deeper and better understand our changing behaviour and what this will mean for brands. Although the long-term knock-on effect of local lockdowns is difficult to predict, together we can begin to plan for the changes we may see in the future.
In our video, we cover:
1. The kinds of products and services consumers are trialling during this time.
2. We get a glimpse into people’s cupboards and hear why they’re buying certain products, what they haven’t been able to get and what they're missing.
3. Our recommendations to take this research further for your brand.
Almost every aspect of our daily lives is being directly impacted by coronavirus. Around Australia, ‘social distancing’ measures are changing the daily habits and behaviour of Australians. In the past week alone we’ve seen schools shut, major events cancelled, and universities and workplaces changing their policies to ensure the safety of their staff and to help contain the spread of coronavirus.
At PLAY, we’ve made similar changes and have had many chats with our clients about upcoming project approaches to ensure our respondent and personal safety isn’t compromised, and our results aren’t either. The good news is there are many research methods that are still on the table. From the ol’ classics to the more innovative, we give you a run down on what could work for your project.
Anyone who’s been tasked with building a powerful brand intimately knows the highs and lows of this mammoth task. It’s part science, part art and inevitably, part magic. The good news is, you can shortcut the guesswork with brand research. And the magic? Call us Copperfield, because we can help with that, too.
Pushing the boundaries of cutting-edge research ain’t no easy thing. Yet there is a consistent call from all corners of the industry to deliver ever more holistic, streamlined, cost-effective and agile approaches.
At PLAY, we’re huge fans of helping you uncover the right insights to drive innovation. One of our many specialties is reviewing and ‘renovating’ existing products so you can find that golden nugget, sooner. With our unparalleled facilities and expertise, we can create the best approach to suit your product, budget and timeline. So, how do you know if it's just a paint job or if the whole house needs work?
While Christmas 2019 might be done and dusted, there are some important learnings to be drawn from shopper behaviour at the end of the last decade. Here are the six biggest insights from the consumers we spoke to.
Alcohol is a controversial topic in today’s world. While many of us are still fond of a nice, high-quality tipple, the global “wellness” trend has caused some consumers to reevaluate their alcohol consumption and choices. This shift has created an array of new opportunities and challenges for brands and manufacturers.
If you aren’t already, then it’s high time you get to grips with the controversial cannabis legalisation and innovation that’s taking place in Australia and around the globe right now. Read a snapshot from our report below or download the full report for some mind-bong-ling insights.
Good news, people: It turns out, the world still likes to PLAY!
Technical sensory research has a bit of a bad rap.
Over the years we've worked with hundreds of brands to launch seasonal products and packs and we've picked up a fair few pointers along the way.
Let’s face it. People are demanding. They want brands to recognise their needs, frustrations, fears and goals (without coming across like a stalker!). They expect brands to deliver the right message at the right time with the right frequency. Not that we’re saying people are high maintenance or anything, of course!
Have you heard? The PLAY team are officially the proud designers and owners of the largest sensory CLT facilities in Australia! Yep, it's true - we don't do things by halves around here. So, without further ado, we'd LOVE to share:
While many of us still are wrapping our head around the possibilities of Big Data in our business, the major retailers are using its full potential to shape categories, ranges and shopper behaviour, leaving many suppliers feeling powerless over the fate of their brands and products.
Indeed, the sheer scale and volume of transactional data at the fingertips of chains such as Woolworths and Coles can feel insurmountable to external researchers.
But all is not lost. Consumer insights retain a powerful role in providing important human insights to business and trade.
What’s needed is a reshaping of the conversation and sharp focus from manufacturers on the supply chain elements they can control.
There are many amazing brands out there that people seem to love, but somehow the sales data doesn't seem to match up. Why is this the case?
Let’s face it, we all judge books by their covers, which is why we invest so much time and resource in nailing our packaging.
We’re a close-knit team at PLAY MR, and nothing warms the cockles of our hearts more than seeing each other succeed.
So, we couldn’t be prouder to announce the promotion of our general manager, Becky Mead, to managing director.
If you’ve met Becky, you’ll know she’s the living embodiment of PLAY MR’s values: a kick-arse, can-do attitude; thoughtful; and committed to our (and our client’s) continuous improvement.
Since starting her research career in the UK 15 years ago, Becky has worked at leading local and global agencies, helping brands to grow through her passion for segmentation, U&A, brand positioning, NPD, concept testing, market sizing and market opportunity studies.
Our founder, Chris Thomas, is delighted to welcome Becky to the role. “Becky has been inspirational to work with over the last few years. She’s smart, determined and places a strong emphasis on continuous improvement which is so highly valued at PLAY. Her promotion to managing director in such a short space of time is a testament to all she has achieved.”
Becky added: “I’m thrilled to take on the role of MD at PLAY. Our company has gone from strength to strength, and it is such an exciting time for us. The Sydney team has just moved into our new digs and the Melbourne team is now up and running at speed! The culture at PLAY is fantastic; everyone goes above and beyond as they love what they do – thank you for making my job such a joy. Our passion is to Think Different. Make it Happen. PLAY. We have ambitious plans for FY20 and I’m excited to bring them to life.”
We couldn’t agree more! Get in touch with Becky at becky.mead@playmr.com.au for a tour of our new state-of-the-art facilities, chew the fat on all things research, or just to say "congrats".
Talk soon,
The PLAY Team
Australia is in recession. This might seem like a bit of a doom and gloom situation, but the PLAY team are ALWAYS looking on the bright side - and for opportunities!
Businesses spend a lot of time measuring brand performance: consumer sentiment, imagery attributes and comparisons to other brands in the market.
Born between 1980 and 1994, millennials have some important differences from their generational neighbours, Gen Z, born between 1995 and 2015.
You're already well aware that global warming is a huge problem and a worldwide hot topic, but do you know how your consumers really feel about protecting our planet? Do you know how your business can benefit from doing the responsible thing?
It seems the world will never tire of PLAY. Before you say it - no, this trend isn’t limited to children. Case in point: Candy Crush. Enough said.
Isn’t this the part we’re all waiting for? Sharing the precious, powerful insights that you’ve worked tirelessly to uncover with the rest of your organisation?
Well, it seems the grocery giant has done it again with a concept store that offers a whole new level of commitment to today's conscious consumers... think sustainable, natural, organic niche brands and an in-store health café to boot.
The PLAY team LOVE all things FMCG and are dedicated to keeping your fingers on the pulse of Australian consumers, so we’ve put together 10 of the top food trends to get you ready for 2019! (If you want to look at our list from last year, click HERE.)
This list has been curated from the predictions of sources like Mintel, US-based retail giant Whole Foods Market, as well as our team of FMCG research buffs and their first-hand experience with Australian consumers.
We’ll be delving into some of these trends in more depth during 2019, featuring areas such as personalised health and nutrition, ethnic shoppers, sustainability, gut health, and much more.
Not familiar with product clinics? Wondering how the heck they can add value to your insights?
Healthy daily routines are certainly a big part of today’s wellness movement but are people all talk, or are they really putting these concepts into practice?
Despite ongoing murmurings and dramatic news flashes about bricks-and-mortar going out of business amidst the rise of e-commerce, there are some companies who are stepping up and proactively adapting their physical stores for the changing consumer landscape.
It’s official: online is the fastest growing retail channel in Australia. According to Macquarie Bank, a whopping 60% of total retail sales in Australia came from online retailers last year.
Consumers are increasingly shopping for things like media, personal care, food and fashion online. However, the transition doesn’t come without its challenges for manufacturers, retailers and consumers alike.
In fact, the radical differences in terms of consumer experience between bricks-and-mortar stores versus online is leaving much of the industry feeling stuck and confused about how to cut through.
Lucky for you, the PLAY team live and breathe all things consumer. Get ready to dive into all things FMCG e-commerce, manufacturer and consumer pain points, and how to get the edge.
Price, convenience and taste are arguably the most important drivers for an industry like soft drinks, right?
Wrong.
Our recent research into the explosion of the “naturals” market made it crystal clear that these elements are not enough. Consumer demand for natural, healthy and sustainable products has become pervasive.
The highly competitive soft drinks industry is struggling to keep its head above water in the face of growing pressure from both the anti-plastic and anti-sugar movements. So, could leveraging the growing power of "natural" help reverse the tide and achieve sparkling success?
Does the term 'concept testing' sound a bit confusing or airy fairy? If you need clarity on how a concept test can help with product development or that big launch you're planning, then allow us to explain! In this post we cover:
Getting a concept test right is all about de-risking a product. Download our Innovation white paper for more helpful insights to take your product from concept to successful launch.
Baffled or bored by the science-y connotations of the term 'sensory research'? We get it. That's why we're diving into the subject in classic PLAY style, to fill you in on:
As many Australians choose to reduce their alcohol consumption, or even go teetotal for the sake of their health, how can alcoholic drinks manufacturers successfully quench the thirst of today’s evolving consumers?
According to GlobalData’s Q3 2016 Global Consumer Survey, 46 percent of consumers are influenced by how a product will impact their health when shopping for alcoholic drinks. Shoppers are looking for innovative, indulgent drinking experiences minus the headaches and regret. Seems like a catch 22, right? Perhaps not…
We discuss the move from quantity towards quality, the rise of reduced alcohol and dietary requirement friendly options, and the need to cater for convenience as well as experiential indulgence in the Australian alcohol industry today.
At PLAY we've seen time and time again how packaging can be one of the most powerful and valuable consumer touch points. However, packaging research and design is a delicate and often bewildering journey with lots of potential pitfalls. In this post you'll learn:
The FMCG landscape is changing. As health and wellness becomes more of a priority to consumers, the lines are blurring between the domains of consumer goods manufacturers, biopharmaceuticals, cosmetic companies, health services and even the medical world.
Snacking has long been a part of most people’s daily lives. The biscuit-in-tea-dunkers. The hummus and carrot stick chompers. The 3pm Coca-Cola guzzlers.
However, the types of food which today's shoppers now perceive as 'snack food', along with their reasons for snacking and chosen consumption occasions, are changing.
Read on and we’ll answer:
How is the snack market growing and changing?
What are the key trends?
What can brands do to take advantage of the opportunities?
The latest census found that slightly more than half of Australia’s residents today have two Australian-born parents and more than one in four Australian residents were born overseas.
"Alone we can do so little; together we can do so much."-Helen Keller.
We hear you, Ms Keller. It's a philosophy close to our hearts, and it's why we thought it fitting to share something which really drives the PLAY team. It's slightly deep, a little soppy and borderline cheesy. But if you can't say it on Valentine's Day, when can you?
We’re often thinking about the relationships, connections and partnerships in our lives (by the way, it’s totally okay if you’re thinking about your dog right now). So, here’s something important to consider, especially if you're not feeling the love yet.
Ask yourself this: what do you want from your partnerships?
At PLAY, we want this too. We believe that asking the right questions upfront is key.
That’s why we firmly believe in partnerships not projects. And we’re passionate about it.
What does a PLAY partnership look like?
Many of our clients have been with us since day one (you know who you are!), and we reckon that’s because we make it our mission to ensure that ‘partnerships not projects’ is completely instilled in the way we work together.
Whether that’s by proactively coming up with unexpectedly innovative solutions, making that 24-hour-turnaround happen or creating a sharp deliverable which helps both the insights team and the leadership team. To paraphrase Bryan Adams, everything we do, we do it (literally) for you.
It’s about sitting on the same side of the table. It's about asking the hard questions of each other to ensure we're on the same page. It's about sharing trend pieces and insights that help you plan ahead.
And of course, having a PLAYful attitude... ‘cause where’s the joy in a partnership if it’s no fun?!
The honeymoon ain't over.
Now more than ever, as insights teams get leaner and piles of work grow, we are all in need of better partners to support each other through the ups and downs.
To us, this means finding a partner who makes life easier, takes out the hassle and delivers the sweet relief of holistic solutions.
If we’re already PLAYing for your team, we hope you’re feeling our love.
However, if you're not feeling the love and would like to, our Tinder profile - ahem, we mean, our door - is always open.
Happy Valentine's Day (we'll be celebrating all the discounted chocolate tomorrow).
Let's make it official.
Ready for some love? Get in touch to understand the possibilities today using the orange enquiry button to the right. We promise we won't ghost you.
Launched in the UK in 2014, Veganuary “is a global charity that encourages people to try vegan for January”.
The toys and games industry is in a constant state of flux, with manufacturers and retailers striving to find new ways to entertain and educate their audience of demanding children (and picky parents).
In a bid to boost sales and stay relevant, brands are investing more and more in creating seasonal packaging, costing them time, money and lots of creative juices - but is it really worth it?
In this post, we’ll share a run-down of the pros and cons of using seasonal product packaging, plus providing tips and key considerations for if you want to make it happen.
For even deeper insights on the world of packaging (and some secret insider tricks we've picked up over the years) download our 8 Secret Packaging Research Tricks.
There's a real and palpable concern among bricks-and-mortar retailers that the Australian public, seduced by the likes of Amazon, is eschewing traditional shopping channels in favour of online experiences.
Is it just me, or does a $5 coffee irritate you too? It's that little bit too expensive to swallow, right?
Statistically speaking, you're much more likely to trust a friend's recommendation over an ad. But what about a recommendation from an influencer? Given their unique pull, they're someone you should definitely consider part of your inner circle.
E-commerce has shifted the way that people shop and overhauled the customer journey we once knew so well.
Over half a century ago, Louis Cheskin, psychologist and marketing innovator, published his manifesto Colour for Profit on the importance of colour and symbolism in packaging.
It was one of the first books to take a scientific approach to brand imagery and design. Cheskin began a tradition of applying semiotics to packaging design in the search for bigger profits and higher brand awareness.
Semiotic analysis has been used to create some of the best innovations in recent years, helping brands fit seamlessly into society; connecting them with consumers' lives and addressing real problems.
Read on to find out why and how semiotics is important for successful packaging design.
In the past, when someone was out in the wild being chased by tigers (you know, as you do), fear caused a ‘fight or flight’ response. And if you've been watching the news lately, you'll know it's the same response we've seen to #toiletpapergate.
In today’s cluttered retail environment, there are endless factors which come into play for consumers making purchase decisions.
Have you ever been drawn to some fancy-looking packaging or heard about a jazzy new concept, but then found the sensory experience to be a total let down? It happens, but it doesn't have to happen to your product.
With PLAY's holistic approach to product testing, the whole customer experience can be tested and refined so you can more meaningful decisions about your brand.
CTA: Download Brand Growth Drivers
Do you understand your shopper's mind enough to influence that final purchase decision?
In this post, PLAY researcher, Dr. Klara Bruveris, explores the mind of the shopper in a retail environment with a focus on packaging (one of our favourite topics!).
Let’s face it: in Australia product testing, sometimes known as sensory testing, can be hugely expensive. It’s easy for companies to burn through their research budget after testing just a couple of products.
Today’s shoppers are overwhelmed by choice. In a world fixated on freedom of choice, we have ended up with a severe case of ‘analysis paralysis’.
Brands want to make shoppers happier but instead, are often creating a psychological burden which turns shoppers off and results in decreased sales.
There may be some debate about the exact definition of Millennials, but there’s no denying that they're a prominent feature in cultural and economic commentary, with many brands chasing this particular generation of consumers. But how satisfying is the definition ‘Millennial’ to brands nowadays?
PLAY Research Consultant, Katherine Savage, discusses the Millennial mishap and shares her top tips for implementing a segmentation...
So you’ve got an awesome new concept and there’s nothing like it on the market. Of course once it’s created everyone will ‘get’ it, but how do you ensure your market research respondents will understand it.
More importantly, how can you ensure your testers can evaluate your ground breaking concept and give you the feedback you need?
That’s where animated concept testing comes in.
Co-creation is one of the best ways to engage customers. With social media playing such a huge part in our daily lives, it’s now second nature to want to share our viewpoint and offer our ideas on all manner of subjects. Consumers are crying out to be heard and co-creation gives them that opportunity.
Shoppers today pay more attention to food labelling than ever before. More of us want to know exactly what’s in our food and where it has come from.
As a nation, we have an increasing awareness and concern for the environment, animal welfare, safety standards and our own health. What’s more, we want access to this kind of information about the products we buy - quickly, conveniently and in a format we trust. Is this product sustainable and ethical? Is it nutritious? Is it local?
You’ve worked hard to produce a fabulous new food or drink product, but what should you call it?
At one time it was carbs, then it was fat but sugar is the biggest public enemy of the moment.
Google searches for “low-sugar” diets are over-taking “low-fat” diets and millions of people swear by programs such as Australian-born Sarah Wilson’s ‘I Quit Sugar’, to help them achieve health and ‘wellness’.
Aside from the totally acceptable Easter blip (I’m currently polishing off a Lindt bunny), research shows that more of us are trying to eat healthier and lead more active lifestyles.
A routine part of many Australians’ shopping trips, plastic bags are used for an average of just 12 minutes. Insignificant items, right? Not quite…
The Australian convenience industry grew at 4.5% in 2016, and is currently an $8.3 billion industry, according to the AACS State of the Industry Report 2016.
Convenience retailers are adapting. They are focusing on innovation and taking a customer-first approach, which has helped the industry trump grocery growth, year on year, since 2012.
What’s fuelling the robust force of the Australian convenience industry? Let's look at the rise of On The Go food.
Dr. Klara Bruveris, one of PLAY's qualitative researchers, gives her fresh perspective on the topic in this exciting feature.
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