How Mobile Video Surveys Helped DINE Launch a New Product
When food innovation company DINE needed to make a snap decision about whether to introduce a new product to consumers, they turned to mindswarms. The feedback they got was invaluable, and quick. (The consumers’ facial expressions alone speak volumes.)
“Basically they would think that maybe I was racist because I’m speaking out about it [police brutality]. It’s scary that there’s a lot of people out there that can’t even go to the store at night without worrying about dying, and there’s people who can get pulled over, and pull a gun out, and maybe because of their skin color or their background they won’t even die…”
Much has been written about the benefits of using mobile video surveys to glean consumer insights. This method empowers respondents to speak freely, and captures human emotions through first-person accounts in an environment that is familiar to them. Also, it’s quicker than field research.
That’s why when DINE needed to make a fast decision about whether to launch a new product, they chose to use mobile video surveys. The process was so efficient. They sent packages of the new product to 30 households around the U.S., and consumers recorded their reactions using their web cams as they opened the package, cooked the food and tasted it for the first time.
DINE was struck by how much insightful information they got, not only from the respondents’ words, but by seeing their facial expressions and physical environment. The qualitative data was rich and shaped their next steps: Despite serious initial apprehension about how the product looked, the consumers all agreed that the product tasted great. DINE knew exactly what they need to do to overcome this and make the launch successful. The product was green-lit.