Crunching the Data

A manufacturer of a line of innovative natural snacks is in a stronger position than ever to gain market share thanks in part to insights from Beta Research. Terra Chips revolutionized the healthy snack segment in 1990 with its unique line of chips made from old-fashioned root vegetables. Growth had been robust, and the product range had expanded significantly. How could parent company Hain Celestial nibble its way deeper into customer consciousness?

The Beta Approach

Snack food choices are frequently made while consumers are viewing the available options at a retail outlet. To get the deepest understanding of the selection thought process, Beta Research utilized geofencing, a new technology that enables creation of a virtual fence. We selected several food stores in the target geographic markets. Upon nearing the geofenced retailers, members of our large, opt-in mobile research panel received an invitation to take a short survey. The survey allowed us to engage customers who value natural and organic snack foods and discuss their brand choices and perceptions. In addition, we asked members of our panel to select a snack product that they had never tried before and create a short video talking us through their purchasing decision.

Results

Beta Research's study gave Hain Celestial both quantitative and qualitative critical decision-support information around five key points: 1) purchase frequency (occasional for this product category); 2) reasons for selecting Terra Chips (attractive packaging, quality ingredients and positive recommendations); 3) perceived universe of competing products; 4) reasons for choosing not to purchase Terra Chips (price, intense flavor, incompatibility with dips and sauces and limited availability) and 5) overall considerations when purchasing this type of snack (healthy, flavorful and low calorie).

 

Industry: Consumer products/food

Methodology: Geofencing (TARGET℠), Panels