My Research on Poppi’s Potential Prebiotic Gummies

To get started, I conducted several in-depth interviews to gather initial qualitative insights into consumer perceptions of prebiotics and Poppi's products. These interviews revealed some key findings:

• Digestive Discomfort: Prebiotics were most often consumed when respondents experienced digestive issues. However, many abandoned them due to a lack of perceived benefits or a preference for natural remedies.
• Poppi's Appeal: Among Poppi users, taste was the primary factor driving consumption, while awareness of its health benefits was relatively low.
• Gummy Skepticism: While respondents had tried gummy supplements, many were concerned about their sugar content and questioned their health benefits. When choosing snacks, they valued cost, nutritional value, and versatility.

Building on these initial insights, I designed a comprehensive survey using Qualtrics to quantify consumer interest in prebiotic gummies. The survey reached 200 participants through the Rep Data Panel, with questions on prebiotic knowledge, Poppi usage, interest in gummies, packaging preferences, pricing perceptions, and demographics.

Key Findings: Market Demand and Preferences

The survey revealed several notable findings:

• High Interest in Gummies: Interest in prebiotic gummies was surprisingly high, with 94.6% of current Poppi soda consumers expressing interest, along with 73.1% of non-consumers.
• Pricing Perceptions: A fair price for a 20-pack of gummies was estimated at $14.51, with a maximum acceptable price of $17.84.
• Packaging Preferences: Consumers preferred easy-to-open pouches, emphasizing the importance of convenience in product design.
• Flavor Preferences: Cherry emerged as the most popular flavor choice for a potential gummy snack.

From this data, it was clear that there was a strong demand for a prebiotic gummy product, especially among Poppi's existing consumer base. However, the research also highlighted the need for Poppi to invest in ensuring that the gummies provide tangible health benefits to earn and maintain consumer trust.

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What I Learned from This Research

This project was an incredible learning experience, as it showcased the power of combining qualitative and quantitative research methods to make data-driven decisions. Here are some key takeaways:

• The Importance of Consumer Insights: Understanding consumer behavior and preferences is crucial when introducing new products. Both the interviews and survey data revealed that consumers value health benefits, cost-effectiveness, and convenience in their purchasing decisions.
• Nuances in Consumer Preferences: The interviews uncovered skepticism around gummy supplements due to sugar content and health concerns. This insight emphasized the need for product transparency and education on the health benefits of prebiotics.
• Data Analysis for Strategic Decisions: Running TURF analysis, van Westendorp pricing, and cross-tabulations allowed us to pinpoint the ideal price point, flavor, and packaging preferences for the new product, aiding in creating a more tailored product launch strategy.
• Challenges and Limitations: While the research provided valuable insights, it was also a reminder of the limitations inherent in sampling and potential biases. For example, the survey skewed toward middle-aged respondents, indicating the need for targeted follow-up research to capture the perspectives of younger consumers.

This project not only deepened my understanding of market research methodologies but also reinforced the importance of translating consumer insights into actionable recommendations. I’m excited to see how Poppi could leverage this research to differentiate its product line and potentially expand its market reach!

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