How pricing research is helping FMCG brands fight inflation in developing countries

By Robin de Rooij on February 25, 2019

When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.

In Asia, the introduction of a sugar tax aimed at improving public health has added extra tension, affecting FMCG brands - from raw materials to the point of sale. For instance, in the Philippines, the sugar tax now mandates a tax of PHP10/ USD 20 cents per liter of sugar-sweetened beverages such as juices and soft drinks. The rate will increase by 4% each year, with other countries, including Thailand, Vietnam and Malaysia, phasing in a similar tax over the next five years.

So how do you set prices in different countries when market changes like inflation and regulatory developments hit?

Taking the guesswork out of your pricing strategy is the first step to protecting your revenue. How well

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Why it's time to optimize your approach to brand trackers

By Giacomo Sartori on February 20, 2019

Explore a driver analysis solution for analyzing stated and unstated factors

Tracking studies provide extensive information on brand perceptions over time. They play an important role in understanding what influences consumers and professionals to make decisions. However, as these groups become more empowered and have more choices to consider, your approach to brand trackers needs to evolve as well.

Unfortunately, current research methods used to measure brand health don’t uncover what causes perceptions to change. Only by unlocking these specific insights can you truly understand what drives value in your market. Armed with the brand drivers, you can focus on the marketing strategies needed to optimize your brand perception.

We recommend brand driver analysis to gain these important insights. Here are some of the reasons

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Optimizing subscription pricing with a new approach to segmentation research

By Wessel Roose on February 06, 2019

Today’s subscription economy not only presents consumers with more choices, but also more personalized experiences. For telecom, tech and online brands these heightened expectations place even greater pressure on maximizing the revenue per user.

Whereas in the past you could position your products and services based on traditional demographic insights, those rules no longer apply today -- especially when it comes to pricing.

If you want to uncover why consumers are attracted to your brand, the value they get from it and the price they’re willing to pay, you should consider a needs-based segmentation approach to pricing research.

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How a subscription meal-kit company plans successful recipes each week

By Mike Mabey on January 08, 2019

Cooking up consumer insights for the creative masterminds

Consumers around the world are eating up the convenience, choice and personalization that online meal-kit delivery services offer. Today subscription boxes offer a variety of options for online shoppers and a host of challenges for brands. To stay ahead in this competitive online space, you must delight your customers with every box that hits their doorstep. But what type of consumer insights are needed to inform the creative masterminds behind what goes in that box every week or month?

We recently set out to help a leading meal-kit delivery company answer just that. 

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How online leader funda’s subscription pricing will help steady revenue stream

By Wessel Roose on December 17, 2018

Using a subscription pricing model to lay stable foundations

Funda is the top online real estate platform in the Netherlands and one of the largest in Europe. It’s been described as the “Amazon of houses” in its homeland, because it’s said that almost every house that’s sold in the country will have been advertised on its platform first.

The online leader generates revenue by charging realtors to promote residential and commercial inventory on its platform. When there are more homes than buyers, properties are advertised longer and funda sees revenue soar. However, when the market is booming, properties sell quickly, listings come and go on the platform, and revenues dip.

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Introducing the Habitual-Deliberate Loop of consumer decision behavior

By Christina Liao on November 26, 2018

How a new view on the purchase decision spectrum can drive better market research outcomes

I recently got in a taxi cab with a few colleagues and we were so engaged in conversation that we didn’t realize we weren’t moving until the driver asked: “So, where are you headed?” As heavy Uber customers, all of us were in the habit of not specifying a destination verbally since the app conveys all the pertinent details to the driver. We assumed that upon entering the car, the driver should know where to go!

On that taxi ride, we reflected how consumer behavior, and our habits, changed so drastically in a few short years thanks to new technology. Uber disrupted consumers’ traditional routine (hailing a taxi on the street) to form a new habit (grabbing your smartphone to “call” one). What started out as a deliberate new choice to use a rideshare app, quickly turned into an automatic, or habitual, behavior.

This scenario perfectly illustrates our view of the consumer decision behavior spectrum: The Habitual-Deliberate Decision Loop. Disruption of consumer behavior seems to be happening at a faster and 

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