Most consumer shopping decisions are made in-store, within a few seconds. First-Moment Mobile™ allows us to gather insights at the first moment of truth, in-store and at-shelf.
Using mobile geofencing technology, panelists were sent push notifications to participate once in the stores. They were screened to be shopping one of the new line’s categories that trip. The in-store study focused on brand impressions at shelf, purchase motivations and barriers, as well as profiling category shoppers.
A Purchaser Follow-Up™ study was also conducted to complete the picture.
Campbell’s, specifically the V8 brand, learned that shoppers across product categories are very different and their brand’s motivational power varies between. These in-the-moment insights equipped the V8 team with important criteria to refine & reach each category’s unique target, fostering the success of these new products.
At the same time, the purchaser research complimented the in-store view with direction for reformulation.