Consumer goods brands make many small decisions every quarter: a line extension, a new pack size, a promotion, a price move. Few of them get research, because a full agency study is too slow for their rhythm.
How likely are you to buy this brand again?
Why did you pick this brand on the shelf?
It was on promotion.
Would you buy it again at full price? What would make you go back to your usual brand?
Illustrative example with sample data, not a client study.
Consumer goods market research gives each of those decisions a quick read from shoppers: appeal, purchase intent, price acceptance and the reasons behind them.
SmartInterview runs these studies in days, in several languages, and keeps the analysis comparable from one study to the next.
Margins are thin and shelf space is contested. A wrong line extension or price move is expensive to reverse, and shoppers can tell you in advance.
Typical situations in this sector, and how we would set up the study for each.
Bring awareness data to retailers
Category buyers in the region concerned
Aided awareness with logos, consideration and purchase funnel, per brand
Brand funnel in the region
Run this study on your own customers
50 free respondents · no credit card · GDPR and CCPA compliant
Appeal and purchase intent for new products and extensions, with the barriers that would stop a purchase.
Awareness, consideration and preference versus competitors, tracked over time with the reasons behind changes.
How shoppers choose in the category, what they compare and what makes them switch.
Name the decision: an extension, a pack, a price move, a promotion or a market.
Describe the decision in one sentence. SmartInterview drafts the questionnaire, scores its quality and flags leading or double-barrelled questions before anyone answers.
Reach category buyers through a panel partner or your consumer community, with quotas per region.
Structured questions give the numbers. When an answer is vague, the AI asks a follow-up, by voice or text, in the respondent's language.
Open answers are coded into themes with counts and sentiment, and every theme links back to the verbatims behind it. Compare segments side by side.
Export the findings, the themes and the quotes to the team that has to decide, as a report or a spreadsheet.
YouGov needed reliable consumer opinions on regional products across Swiss language regions.
Consumer survey with AI follow-up questions, in the respondents' languages and dialects.
Consumers in two Swiss language regions.
YouGov ran the regional product study on SmartInterview.
Ask where shoppers bought, what they compared, what made them choose and whether the purchase was planned. SmartInterview probes vague reasons like 'it was cheaper' to learn what they would pay at full price.
Ask category buyers which brand they bought last and the time before, then ask why they changed. Coded reasons separate promotion-driven switching from real dissatisfaction.
Cover awareness of the new product, trial, repeat intent and reasons for not trying it. SmartInterview builds a first draft from your launch goal that you adjust before sending.
Ask buyers who bought on promotion whether they would have bought anyway and what they would do at full price. The answers show whether a promotion recruits new buyers or just subsidises regulars.
Show the new variant next to the core range and ask whether it would add to or replace a current purchase. Open answers flag cannibalisation risks before you commit production.
Ask shoppers when they choose private label and when they stay with the brand, by category. The reasons, such as quality, habit or price gap, tell you where the brand premium still holds.
Small brands need fast answers without an agency retainer. SmartInterview generates the questionnaire, recruits a panel or uses your own lists, and codes open answers, with the first 50 respondents free.
Retail is concentrated in a few chains and shoppers differ by language region. Survey in French, German and Italian with regional quotas and compare the results in one dashboard.
Pro and Ultimate prices update instantly as you change the number of respondents per month.
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starting at 150 respondents
ULTIMATE
starting at 500 respondents
ENTERPRISE
Whether you collect one respondent this month or ten next quarter, you only pay for what you use. Your respondent credits are valid for 3 years.
It is research with shoppers and consumers that guides decisions on products, packaging, pricing, promotions and brand for FMCG and CPG companies.
Extensions, packs, prices: test them at the pace you launch them.
