A version of this article was first published in Retail World Magazine.
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!
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.
A version of this article was first published in Retail World Magazine.
We’re longtime fans of fresh, effective ways to approach research. We are called PLAY after all!
This week, we were 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?
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!
Discover the growing global toys and gaming market trends for 2020, including industry predictions, growth drivers, category overviews, local insights and key trends to watch.
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!)
Now more than ever, the brands that truly “get” their target market are the ones that thrive.
The starting point to all of this begins with one simple question: Do you really know who your shoppers are?
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.
As buyer power increases, so does the pressure on manufacturers to discount in-store. The money that many used to spend on advertising is now being spent on promotions - and it's eating into margins.
In this blog post, we exploring this tricky issue and provide a win-win, shopper insight-driven solution for both manufacturers and retailers alike.
Talk soon,
The PLAY Team
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?
Glad you asked! Because Product Clinics could be the missing piece in your product development and testing puzzle; the gap that’s currently causing you expensive, time-consuming headaches or leaving giant question marks lingering in the air, such as:
Let us explain…
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.
Whether you're testing the waters with a new product or making a risky change to something consumers already know and love, you'll want to consider sensory research - it's an undeniably powerful string to your proverbial research bow. Let's break it down...
What the heck is sensory research?
At PLAY we've seen time and time again how packaging can be one of the most powerful and valuable consumer touchpoints. However, packaging research and design is a delicate and often bewildering journey with lots of potential pitfalls. In this post you'll learn:
Populating the pipeline for the future is an ongoing challenge in FMCG. It’s time to unite foresight, insight, science and technology in order to bring the future forward.
In this article we discuss the FMCG industry's innovation challenges and summarize how to create a streamlined end-to-end process to make innovation happen.
- Helen Keller
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 this article we discuss the state of the Australian toys and games industry, which toys and retailers are coming out on top, the online opportunity, parents' priorities, plus the opportunities going forward.
It's time for PLAY to talk all things toys (no PLAYtime puns included.)
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.
But what if grocery retailers can make the bricks-and-mortar shopping experience dreamy enough that Australian consumers will still hold a place for it in their hearts?
Is it just me, or does a $5 coffee irritate you too? It's that little bit too expensive to swallow, right?
Or how about the other way around... does the new iPhone crossing that $1,000 boundary feel like you're guaranteed to experience excellence?
In this post we explore how psychological price barriers affect consumers' purchase decisions, and help you optimise your product's pricing (for your consumers and your business), weighing up traditional pricing research methods and sharing PLAY's bespoke approach for FMCG products.
Consumers are 71 per cent more likely to make a purchase based on social media referrals and according to the PwC Total Retail Survey, 45 per cent of global respondents said that reading reviews, comments, and feedback influences their shopping behaviour
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.
PLAY's sensory specialist, Becky Tait, discusses how global FMCG brands are learning from niche start-ups and accelerating the product development process to keep up with fast-changing consumer tastes. How can rapid sensory profiling help?
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.
In this article, we’ll be explaining how co-creation can help your customers contribute to and influence your products, branding, packaging and more, giving you a deeper insight into their needs and ensuring they’re more involved in your brand.
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?
Choosing the right name could make or break your product – so how do you avoid the pitfalls and land on something that’s new, engaging and mouth-wateringly good?
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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