The Challenge
A global FMCG brand required a concept screening study for 4 new product variants across 12 markets: US, UK, France, Germany, Italy, Brazil, Mexico, India, China, Japan, Australia, and South Africa. Choice-based conjoint (CBC) design with 400 completes per market.
Our Approach
CAWI survey with CBC conjoint module programmed in Decipher. Screener targeting primary grocery shoppers aged 18–55. Quota controls on gender and age per market. SIDAC fraud detection with NLP quality scoring on open-ends. Real-time dashboard reporting.
Results
4,800 completes across 12 markets. 14-day delivery. 99.4% data quality. Market-level CBC utility scores and willingness-to-pay estimates delivered.
Client Outcome
Concept 3 emerged as the clear winner in 9 of 12 markets. Client launched Concept 3 as the primary SKU and shelved Concepts 1 and 2.
Project Specifications
- Markets Covered: US, UK, France, Germany, Italy, Brazil, Mexico, India, China, Japan, Australia, South Africa.
- Audience Recruited: Primary grocery shoppers aged 18-55.
- Methodology: Choice-Based Conjoint (CBC) design.
- Anti-Fraud: SIDAC active fraud score combined with NLP open-end validation.
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