Growth in the RTD category has far outstripped others, with UK canned alcoholic beverages expected to hit $1,365 million by 2030, at an exceptional CAGR of 36%, and US RTD cocktails and canned spirits rising 16.5% in value to reach US $3.3 billion in 2024, becoming the second-largest spirit category by volume. 

To learn more about who is driving the growth in RTD, we carried out a nationally representative survey of 2,000 consumers in the UK and US*. The research digs into who is buying pre-mixed alcoholic beverages, where they are being consumed, how often, and what makes them attractive to consumers. See the full survey dashboard. 

*a total of 3754 respondents were recruited for the survey in order to qualify 1,000 RTD buyers in each market

Quick summary

• 41% of UK consumers and 27% of US consumers shop in the ready-to-drink category.
• Cocktails are by far the most popular type of beverage.
• Consumers aged 30-49, and those with a higher household income, are the biggest buyers of RTDs.
• RTDs are typically consumed once or twice a week, and overwhelmingly at home.
• Health isn’t a major driver for shoppers, who are focused on taste, and show little interest in low alcohol varieties.

UK results

Millennials are the leading RTD consumers

How popular are ready-to-drink beverages among UK consumers? While 77% of British consumers say they purchase carbonated drinks, 41% say they buy pre-mixed alcoholic beverages – a relatively high figure, although less than the 58% who purchase yoghurt drinks/milkshakes, the 54% who buy energy drinks, and 50% who buy prepared coffee drinks. But it does exceed the 31% of survey respondents who purchase in the ginger beer/ginger ale category. 

Looking at the age breakdown of RTD buyers, it’s led by consumers aged 31-49 (49% of Brits in this age group purchase them), followed by 18-30-year-olds (41%), and 50-67-year-olds (34%). And in terms of gender split, women are slightly more likely to buy pre-mixed alcoholic beverages than men (45% versus 38%). 

Notably, ready-to-drink consumers are also heavy purchasers of other packaged drinks, particularly yoghurt drinks/milkshakes (74%), and prepared coffee (69%), suggesting opportunities for cross-category marketing or collaborations.

RTDs consumed once or twice a week

While consumers aged 31-49 are the most likely to purchase pre-mixed alcoholic beverages, when it comes to consumption frequency, they’re on a par with their younger counterparts. We asked self-reported RTD consumers how often they drink them, with around 37% of both age groups saying they drink them once or twice a week, and around 20% drinking them more often. 

Overall, among those who consume pre-mixed alcoholic beverages, 51% do so at least weekly, and only 8% consume these beverages less than once a month, suggesting these are regular consumption items rather than occasional treats.

Brits aged 50-67 are the lowest consumers. They’re most likely to say they drink pre-mixed alcoholic beverages a few times a month (37%), with only 29% drinking them once or twice a week, and 10% more than twice a week. And despite women’s higher preference for RTDs, men are more frequent RTD consumers: 20% of men drink them more than twice a week, in comparison to 13% of women. 

Income level also has a bearing on frequency of consumption, with around a third of respondents with a household income in excess of £75k drinking pre-mixed alcoholic beverages more than twice a week, compared with 13% of those earning less than £35k. 

It’s curious that the ready-to-drink category has boomed during the cost of living crisis – with shoppers ostensibly willing to pay more for the convenience of having their drinks mixed for them. This might be down to RTDs being viewed as an affordable luxury – a small indulgence, permissible even during financial strain (it’s a theory that warrants further research).  

Pre-mixed cocktails dominate the market

Cocktails are the number one most popular type of ready-to-drink, consumed by 77% of the survey respondents, followed by long drinks and alcopops (both around 58%). Newer innovations like hard seltzers (26%), hard coffee (20%), and hard tea/kombuchas (around 13% each) have gained notable market share despite being relatively recent entrants.

Looking at gender preferences, women over-index for choosing cocktails and wine-based drinks, while men over-index for consuming long drinks and hard seltzers. Age also influences preference, with Brits aged 18-30 more likely than others to favour cocktails, alcopops and wine spritzers, and those aged 31-49 being the demographic most likely to choose long drinks, hard seltzers and hard coffee.   

Home consumption is overwhelmingly the most common setting for pre-mixed alcoholic beverages (81%), highlighting their role in the “at-home drinking” occasion. A much lower – although still significant – 44% say they order RTDs when out at pubs and bars, and 22% buy them in clubs. This is not necessarily reflective of a preference for conventional drinks when attending venues, rather that many consumers don’t frequently visit such venues.

Under 30s are significantly more likely than other age groups to purchase RTDs on-trade  – presumably because they go out on the town more. Consumers aged 31-49, on the other hand, over-index for consuming pre-mixed alcoholic beverages at barbecues and picnics (50%).

Brands shouldn’t overlook the consumption of RTDs on-the-go, which is actually higher than in restaurants (29% versus 27%), with under 30s being the most likely age group to consume them while mobile (39%). Gaining a better understanding of these consumption patterns (i.e. on the train, lunch break) could prove valuable. 

It’s all about flavour

Flavour is the primary purchase driver for RTDs, with exciting flavours/blends (53%) slightly outperforming classic flavours/blends (48%), indicating consumer interest in both innovation and tradition.

Premium quality (47%) ranks higher than low price (40%), suggesting consumers value quality over cost savings in this category, although only 32% of consumers say they look for top alcohol brands when choosing pre-mixed alcoholic beverages. This might mean there is more scope for new players to enter the category. 

One thing the data shows is that the growth of RTD in the UK isn’t driven by health conscious consumers – only 12% of Brits are looking for low alcohol drinks, 22% want low sugar/calorie drinks, and 12% desire functional ingredients such as probiotics. In fact, 27% are specifically looking for a high alcohol content. 

Convenience is important, with 32% of consumers concerned about portability. In terms of packaging priorities, Brits are more likely to want it to be attractive (25%) than eco-friendly (19%), but if brands can find a way to fulfill all three objectives it will be a win-win. 

Splitting the data by age throws up a few interesting titbits: older consumers have a higher preference for classic flavours than younger ones. Meanwhile, under 30s are likely to look for a low price, while 31-49-year-olds are more focused on quality. Brits aged 18-30 also over-index for seeking out high ABV varieties. 

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US results

Millennials are the biggest purchasers of RTDs

How popular are ready-to-drink (RTD) alcoholic beverages among US consumers? Nearly 27% of Americans say they buy them – a meaningful share, though still behind energy drinks (51%), ready-to-drink coffee (47%), yogurt drinks/milkshakes (38%), and ginger beer/ginger ale (35%).

Ready-to-drink purchases are highest among consumers aged 31-49 (32%), followed by 21-30-year-olds (29%) and 50-67-year-olds (23%). However, men and women are equally likely to buy pre-mixed alcoholic beverages.

RTD consumers tend to be heavy buyers of other packaged drinks: 71% purchase energy drinks and 70% buy ready-to-drink coffee, showing clear potential for cross-category marketing and collaborations.

A regular habit: over 60% consume RTDs weekly

While RTDs may not top overall beverage purchases, their consumption frequency is high: just over 60% of RTD buyers drink them at least weekly, and only 6% consume them less than once a month, showing that RTDs are often part of a regular routine.

Consumers aged 31-49 are the most frequent users: 37% drink RTDs more than twice a week, compared to 25% of 21-30-year-olds and 19% of 50-67-year-olds. Younger adults (21-30) are more likely to consume RTDs once or twice a week (36%), while older adults lean toward a few times a month (33%).

Men and women purchase RTDs at similar rates, but men drink them more frequently: 35% of men have pre-mixed alcoholic beverages more than twice a week versus 21% of women. Income also matters: 38% of respondents with household incomes over $100k drink RTDs more than twice a week, compared with 22% of those earning under $50k.

RTDs are booming during a period of high inflation, suggesting they’re seen as an affordable luxury: a small indulgence consumers are willing to keep, even under financial pressure, which might be a trend worth exploring further.

RTDs are most commonly consumed at home 

Home is the top setting for enjoying pre-mixed alcoholic beverages, with 88% of respondents consuming RTDs at home. However, 44% enjoy them at restaurants, 36% in bars or pubs, and 25% in clubs – showing a presence in on-trade occasions, even if venue visits are less frequent.

Younger consumers are more likely than those over 50 to drink RTDs in bars and clubs – no doubt a reflection of more frequent social outings. Around 25% of ready-to-drink consumers enjoy them on-the-go, rising to 32% for those aged 31-49 – an opportunity for brands to explore consumption in transit.

Cocktails dominate the format, consumed by 68% of respondents. They’re followed by hard seltzers (60%), wine spritzers/coolers (54%), and hard tea (52%). Even newer formats like hard coffee (22%) and hard kombucha (16%) have found a foothold.

Women over-index for cocktails and wine-based drinks, while men favor long drinks, hard tea, and hard seltzers. Age plays a role too: 21-30-year-olds lean toward hard seltzers, while 31-49-year-olds over-index for cocktails, long drinks, hard tea, and kombucha.

Flavor, not health, is the main driver

Flavor wins: 56% of consumers say exciting blends influence their purchase, slightly ahead of classic flavors (45%), showing demand for both innovation and familiarity.

Premium quality matters more than price: 44% prioritize quality over 38% who say low price is key. Yet only 31% specifically look for named alcohol brands, which suggests room for challenger brands.

Despite wellness trends, health isn’t a major driver here. Just 11% look for low-alcohol options, 25% want low sugar/calorie drinks, and 15% seek functional benefits like probiotics. Meanwhile, 39% specifically look for high alcohol content.

Portability also matters: 35% cite convenience as a purchase factor, while 24% want attractive packaging, and only 14% prioritize eco-friendly design – brands that can nail all three will have a competitive edge.

Finally, age reveals differences: older consumers lean toward classic flavors, under-30s are more price-driven, while 31-49-year-olds prioritize quality. The youngest consumers also over-index for high-ABV varieties. 

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The post Defying the decline: what’s driving growth in ready-to-drink alcohol? appeared first on Attest.

A crisis of confidence

Recent findings that I learnt from the MRS event, taken from the Insights Association Buyer Sentiment Score, show just how deep the cracks are:

• 1 in 3 buyers report a crisis of confidence in the data they receive.
• 40% of survey data is being discarded due to fraud or low-quality responses.
• 1 in 5 participants abandon surveys because of poor design or user experience.

These concerns are not abstract, from client and prospect conversations we are seeing that budgets are moving away from traditional panels, not out of innovation, but out of necessity, to make sure they get the best data possible. And if we don’t address this crisis now, we risk seeing further erosion in trust and spend.

The synthetic data dilemma

At the same time, the industry is charging ahead with synthetic data which is projected to make up 25% of research spend by 2030 (suggested by the Synthetic Data Generation Business Report 2024). But here too, quality matters. 

The terminology of  “Garbage in, garbage out” has been bound around quite a lot and with poor quality primary data comes biased, untrustworthy synthetic outputs. We’ve seen real-world examples, like Amazon’s AI hiring tool, where flawed training data led to skewed, exclusionary outcomes. 

But what does this mean for businesses? Synthetic data holds huge potential and if it’s developed and used correctly, we can achieve more robust views on all audiences, providing richer insight and further shaping strategies for, but not limited to, niche and lower represented groups or markets. But to get to this, we all need to work towards converting the garbage going in, into gold.

The call to action: industry-wide commitment to quality

It’s clear what’s needed, trustworthy data with a unified, proactive approach from brands, agencies, panels and research platforms.

With this need, a Global Data Quality Pledge has been created and is a step in the right direction for the industry. It is a chance for all parties involved to align on standards, share accountability, and collaborate on solutions. 

With everyone involved and on the same page, I think we’ll very quickly move to a stage where trust improves and data will once again be at the forefront of the majority of industry decisions, even amongst the challenging ‘non-data’ CEOs. 

However, as an industry we need to make sure that:

• We are confident in the quality controls of our sample providers
• We understand how our panels are curated and verified
• We are prepared to challenge low-cost options if they compromise quality
  

What Attest is doing and what comes next

At Attest, quality has always been core to how we operate but we recognise that the challenge is evolving, and so must we. Some of what we’re already doing includes:

• Rigorous quality checks across open text language, speeding through surveys, duplicative responses, impossible answers, bot detection and more.
• Working with trusted aggregators and continuously reviewing our supply chain for integrity.
• Encouraging clients to have open, positive conversations about data quality as we want to help flag issues early and solve them together.
  

But we’re also looking ahead:

• We’re further exploring verified identity solutions to continue ensuring respondents are real, engaged people.
• We’re considering how we can formally align with the Global Data Quality Pledge, and push our partners to do the same.
• We’re building an internal framework to evaluate AI-generated data, testing for bias, trust and representativeness because we know the future of research will involve human and machine collaboration.

The bottom line: quality isn’t cheap, but it’s priceless

As an industry, I think we have to become more comfortable talking about the value of quality in research. That means pushing back when “cheap data” feels too good to be true and when you don’t quite agree with some findings that look a bit off. In most cases the data will be accurate, but holding everyone accountable will ensure this. 

It also involves some form of client education around the risk of low-quality inputs, be it the impact on internal decisions or creating strategies based on untrustworthy data. If additional time is needed to achieve good quality, that’s fine: your business will always appreciate it. 

Finally, it means that we all need to invest in better standards. Gone are the days a respondent should cost 30p per complete, if the industry expects a good quality respondent, they need to pay for them. 

It’s time to rebuild that foundation, one high-quality data point at a time.

The post The data quality reckoning: why trust must be the industry’s North Star appeared first on Attest.

The survey of 1,200 nationally representative working-age consumers in the US and UK shows that viewers are downgrading plans faster than they’re upgrading, while the biggest streamers face the highest risk of cancelation.

Quick summary

• More than a third of consumers have reduced the number of TV streaming subscriptions they have in the last 12 months, and now typically have 2-3.
• 40% of Americans and 38% of Brits have downgraded a premium plan to an ad-supported one.
• Nearly a third of subscribers in both markets have upgraded to a premium subscription in the last 12 months.
• 26% of US consumers and 29% of UK consumers plan to cancel or downgrade a subscription over the next year. 
• Price sensitivity is high with more than half of subscribers ready to cancel or downgrade if prices rise by more than 20%.

US results

Americans have already undertaken a TV streaming subscription cull

Nearly 40% of US consumers say they have canceled a subscription to a TV streaming service in the last 12 months, with Netflix and Disney+ having sustained the highest rates of cancelation (around 10% of respondents said they had canceled). 

Today, the single largest percentages of Americans have either two (20%) or three (21%) TV streaming subscriptions, with the most popular services being Netflix (70.5%), Amazon Prime Video (56%) and Hulu (49%) [view US results dashboard]. 

However, looking at the figures overall, 63% of the 18-30 and 31-49 age groups, and 49% of over 50s, have at least three subscriptions. The 31-49 age group shows the highest rate of multiple TV streaming subscriptions: 16% have more than five, compared with 10% of their younger and older counterparts. 

The over 50s are the demographic most likely to not subscribe to any TV streaming services (17%) or have just one subscription (16%). They’re also most likely to have ad-supported plans: 76% versus only 35% who have a premium ad-free plan. This preference for ad-supported subscriptions is not seen among the other age groups. 

Significant amount of TV subscription plans have been downgraded

For consumers who don’t want to cancel a subscription but need to economize, many services offer the option to downgrade to a cheaper plan supported by ads. Just over 40% of Americans say they have switched from a premium plan to one with ads in the last 12 months.   

Netflix sees the highest rate of plan downgrades (18%), while 13% have switched to an ad-supported plan with Hulu, and with Amazon Prime. Consumers aged 31-49 are most likely to have downgraded a premium plan in the last 12 months (46%).  

Meanwhile, upgrades to ad-free plans have failed to outpace downgrades, with only 32% of consumers going premium in the same period. Just over 14% of respondents said they upgraded their Netflix subscription, while 9% had upgraded across Hulu, Amazon Prime and Disney+. 

Looking ahead, fewer consumers are considering canceling or downgrading a TV streaming subscription in the next 12 months: 26% say they’re likely to. Those aged 31-49 have the highest intent, with 31% thinking about it. Looking at the risk of cancelation/downgrade per streaming service, there’s a 6-8% churn forecast for the top providers. 

Moderate price increases could jeopardize subscriber numbers

US consumers remain fairly price sensitive, with 56% saying they would cancel or downgrade a TV streaming subscription if the price rose by more than 20%. On the flip side, there is a dedicated 25% of viewers who would accept a 30-40% price increase before reconsidering their options.

Ad-supported plans become attractive when they’re priced at
30-40% less than premium plans

For streaming services that want to incentivize people to choose ad-supported plans, our data shows they start to become attractive when they’re priced at 30-40% less than premium plans (29% of viewers would switch for that level of saving). Even at a 10% discount, 18% of subscribers would be tempted. And it’s not only those on a lower income looking to make savings: 48% of those with a household income over $100k would opt for an ad-supported plan if it was between 10-40% cheaper. 

However, there is a limit to the number of ads viewers are willing to tolerate in exchange for cheaper streaming. The sweet spot is three to four ads per show before viewers get irritated and start to think about canceling or upgrading. 

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UK results

UK consumers are subscribing to fewer TV streaming services

Subscription trends among UK consumers reveal that over a third (34%) have terminated a TV streaming service in the past year. Netflix and Disney+ experienced the highest cancellation rates, with around 8% of survey participants reporting ending their subscriptions.

Currently, the majority of British consumers maintain either two (29%) or three (25.5%) TV streaming subscriptions. The most popular platforms are Netflix (81%), Amazon Prime Video (67%), and Disney+ (51%) [view UK results dashboard].

Younger demographics are more inclined towards multiple subscriptions. Notably, 61% of 18-30-year-olds, 41% of 31-49-year-olds, and 34% of those over 50 have at least three streaming services. Gender also influences subscription habits, with 52% of women holding at least three subscriptions compared to 40% of men.

The 50+ age group is most likely to abstain from TV streaming services entirely (19%) or to have just a single subscription (22%). This demographic also exhibits a strong preference for ad-supported plans (75%) over premium ad-free plans (29%), a trend not observed in younger age brackets.

Downgrading is a popular way to manage TV subscription costs

Amid economic pressures, a significant 38% of British consumers have opted to switch from premium to ad-supported TV subscription plans in the past year, rather than cancel outright. Netflix leads in downgrades at 20%, followed by Amazon Prime and Disney+, each at around 10%. The 18-30 age group shows the highest tendency to downgrade premium plans, with nearly half (46%) making the switch in the last 12 months.

Conversely, only 32% of consumers upgraded to ad-free premium plans within the same period, failing to surpass the downgrade rate. Netflix saw a 15% upgrade rate, while both Amazon Prime and Disney+ experienced approximately 10%.

Future plans indicate a slight decrease in potential subscription changes, as 29% of consumers are considering cancelling or downgrading TV streaming services in the coming year. Those aged 18-30 and 31-49 show the strongest inclination to make these changes, with 30% from each segment considering it. Expected churn rates for top streaming providers are forecasted at 7-9%.

Price hikes mean potential subscriber losses 

Price sensitivity is prominent among British viewers in the TV streaming market, with over half (55%) ready to cancel or downgrade subscriptions if operators put prices up by more than 20%. However, a notable 28% demonstrates higher price tolerance, willing to accept increases of 30-40% before reassessing.

Ad-supported plans become attractive when they’re priced at
30-40% less than premium plans

Ad-supported plans become appealing when priced 30-40% lower than premium options, prompting 32% of viewers to switch. Even a 10% discount can entice 16% of subscribers. This isn’t solely driven by lower-income individuals; 44% of households earning over £75k would opt for ad-supported plans with a 10-40% price reduction.

A key factor influencing viewer tolerance for ad-supported models is the number of ads. Acceptance peaks at up to four ads per show, beyond which irritation sets in, leading viewers to consider canceling or upgrading.

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The post Consumers slash TV streaming subscriptions as price sensitivity peaks appeared first on Attest.

To find out, we surveyed 1,200 working-age consumers in the US and UK, whose household has an active subscription to at least one TV streaming service. We asked them about their interest in various AI-driven features; from recommendation algorithms and generative media to live interactivity and accessibility tools.

The findings present a mountain of opportunities for streamers, with clear demand from consumers and willingness to pay more. However, interesting demographic splits show AI features are more valuable to some viewers than others, suggesting the need for a tailored approach. 

Quick summary

• Auto-generated trailer reels are the most-desired AI-backed feature, followed by conversational search functionality.
• Male consumers show more interest in AI features on TV streaming platforms than women – especially personalized graphics for live sporting events and content for AR/VR headsets.
• AI features make streaming platforms more attractive to new subscribers.
• Most subscribers would be prepared to pay more for their existing TV streaming service if AI features were available.
• The largest percentage of consumers would be prepared to pay an extra $3-$5 per month in the US and £3-£5 in the UK.

US results

AI-generated trailer reels are most-wanted feature

Automated tools can churn out high-impact trailers in minutes, using scene detection to pick the most gripping shots. Combining this ability with watch history data would allow for the creation of personalized trailers, helping viewers discover new content and choose what to watch next. Just under 69% of US consumers say they would be interested in trailer reels tailored to their viewing interests [view US results dashboard]. 

The next most-wanted AI feature is conversational search. Natural-language interfaces allow viewers to simply speak requests (“Show me movies about dogs”) and even query within video (“who is that actor?’”). This is something that 65% of streaming customers would like to see. 

Rounding out the top three AI features are dynamic soundtracks: 64% of consumers are interested in soundtracks that adapt to a viewer’s hearing profile or ambient noise level. It’s a feature that can improve accessibility for hard of hearing viewers or people who are sensitive to sound. 

Meanwhile, a significant 60% of streaming customers are also interested in: dynamic content suggestions tailored to the time of day, device type, weather or local events; AI remastered and enhanced archive content, and “choose-your-path” branching narrative stories that adapt to viewer feedback.  

It’s worth noting that US consumers aged 31-49 show the most interest in AI features. And they’re significantly more interested than 18-30-year-olds in some features, such as dynamic content suggestions (68% versus 58%), remastered content (70% versus 53%), and recap reels that condense an entire series or movie into a few minutes (61% versus 52%). This goes to show that investing in AI isn’t just about appealing to Gen Z.

AI graphics for live sports get male viewers’ attention

During live sports or events, AI can generate on-screen stats, interactive graphics, and virtual commentators tailored to each viewer’s interests. While this is the feature US consumers show the least interest in overall, delving into the demographics shows men are significantly more interested than women (66% versus 43%).  

Male viewers also show much higher interest in AI-driven immersive viewing modes to convert content for AR/VR headsets: 59% say they’re interested in this feature versus 38% of women. Meanwhile, they’re much more likely to want to interact with an AI chatbot for real-time support and content recommendations. Just over 65% of male TV streamers are interested in this, in comparison to 42% of women. 

Using AI to revitalize historical content is a great way for streaming platforms to create new revenue streams and engage contemporary audiences with old movies or music recordings. Male consumers, in particular, are excited at the prospect of this: 71% say they’re interested, but only 50% of females are interested in AI remastered content. 

Overall, men are notably more interested in all AI features, but women do show strong interest in conversational search and AI-generated trailer reels (both 62%). 

AI features could be money-makers

For streaming platforms looking to invest in AI technology, our data suggests it could be a profitable endeavour, not only enabling them to attract more customers, but also increase their subscription fees. The availability of AI features increase consumers’ likelihood of subscribing to a streaming service: 45% say they’d be more likely to subscribe (including 17.5% who’d be “a lot” more likely). Men, especially, would be enticed by AI features (57% would be more likely to subscribe versus 34% of women).

What’s more, 57% of US consumers would be prepared to pay more for their existing TV streaming service if it introduced the AI features that most interest them. Again, men are significantly more likely to be prepared to spend more: 69% say they’d tolerate a subscription fee increase, in contrast to only 46% of women.

53% of men would pay at least $3 extra per month for AI features versus 32% of women.

So just how much more are people willing to pay? An extra $3-$5 per month would be acceptable to the highest percentage of consumers (21.5%). A further 15% would only be prepared to pay an additional $1-$2, but the remaining 20.5% say they would pay over $5 extra, showing just how much value this could add for streamers. Consumers aged 31-49 are the most willing to pay increased subscription fees: 64.5% would pay more, versus 59% of 18-30s and 46% of over 50s.

Who’s prepared to pay more for AI features?

• 60.5% of Netflix subscribers 
• 57% of Amazon Prime subscribers
• 60% of Hulu subscribers
• 61% of Disney+ subscribers
• 58% of Paramount+ subscribers
• 63% of HBO MAX subscribers
• 78% of YouTube TV subscribers
• 72% of Apple TV subscribers

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The 6th annual edition covers television, audio, news, and social media, offering you a detailed breakdown of how Americans spend their time.

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UK results

Personalised trailers are top of the most-wanted list for Brits 

AI enables rapid creation of engaging trailers by using scene detection to select compelling clips. When combined with viewing history, the technology can create trailers tailored to viewers’ interests. Nearly 70% of UK consumers say they’re interested in this feature, which would aid content discovery and secure new eyeballs for older content [view UK results dashboard]. 

The next most sought-after AI feature is conversational search. Natural-language interfaces allow viewers to simply speak requests (“Show me action movies with a happy ending”) and even query within video (“Find the moment she says ‘I love you’”). It’s a feature that 66% of streaming customers would like access to. Equally appealing are dynamic soundtracks: 66% of consumers are interested in soundtracks that adapt to a viewer’s hearing profile or ambient noise level. 

Meanwhile, 61% would appreciate dynamic content suggestions that factor in time of day, device type, even weather or local events to tailor recommendations – surfacing short comedies during lunch breaks or epic dramas on weekend evenings. A significant percentage of consumers are also interested in AI remastered and enhanced archive content (64%), and recap reels that allow viewers to catch up on entire seasons or movies (59.5%). A further 58% would be interested in “choose-your-path” storylines that adapt on the fly – altering dialogue, pacing, or even endings based on individual preferences. 

It’s worth noting that UK consumers aged 18-30 show the most interest in AI features. And they’re significantly more interested than 31-49-year-olds in some features, such as AI chatbots for real-time support and content recommendations (61% versus 52%), content for AR/VR headsets (59% versus 45%), and recap reels (68% versus 59%). 

Men are fans of AI-enhanced live sports

AI can enhance live sports with tailored on-screen stats, graphics, and virtual commentators. While this feature appeals to 55% of UK consumers overall, delving into the demographics shows men are significantly more interested than women (63% versus 47%).  

Men also express higher interest in AI-driven immersive viewing modes to convert content for AR/VR headsets: 50% say they’re interested in this feature versus 42% of women. Meanwhile, they’re more likely to want to take advantage of dynamic soundtracks. Nearly 71% of male TV streamers are interested in this, in comparison to 61% of women. 

Restoring and enhancing archive content with AI is a great way for streaming platforms to engage contemporary audiences with old movies or music recordings. Male consumers, in particular, are excited at the prospect of this: 68% say they’re interested, but only 59% of females are interested in AI remastered content. 

Overall, men are generally more interested in AI features, but women do show strong interest in AI-generated trailer reels (71%) and conversational search (67%). 

AI features can justify subscription charge increases

Investing in AI-driven features offers streaming platforms potential profitability through both customer acquisition and increased subscription fees. AI features boost subscription likelihood for 49% of consumers (including 16% who’d be “a lot” more likely to subscribe). Men are particularly drawn to AI features when assessing streaming platforms (55% would be more likely to subscribe versus 43% of women).

What’s more, 61% of UK consumers would be prepared to pay more for their existing TV streaming service if it introduced the AI features that most interest them. Again, men are more likely to be prepared to spend more: 63% say they’d accept a subscription fee increase, in contrast to 58% of women.

40% of men and 39% of women would pay at least £3 extra per month for AI features. 

Consumers are willing to pay a surprising amount more for AI features. An extra £3-£5 per month would be acceptable to the highest percentage of consumers (29%). A further 21% would only be prepared to pay an additional £1-£2, but the remaining 10.5% say they would pay over £5 extra, representing an impressive return on investment for streaming services. Consumers aged 18-30 are the most willing to pay increased subscription fees: 60% would pay more, versus 49% of 31-49s and 40% of over 50s.

Who’s prepared to pay more for AI features?

• 62% of Netflix subscribers 
• 47% of Amazon Prime subscribers
• 65.5% of Disney+ subscribers
• 84% of YouTube TV subscribers
• 76% of Apple TV subscribers
• 73% of NOW TV subscribers

Get the latest UK media consumption data

The 8th annual edition covers television, audio, news, and social media, offering you a detailed breakdown of how Brits spend their time.

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The post AI features can unlock higher subscription charges for TV streaming services appeared first on Attest.

Conducting an in-depth market segmentation or sizing study can cost a lot of money and often requires research expertise. Here’s how to get a solid steer on your potential market size without saying goodbye to your (entire!) marketing budget. Hint: we can help!

TL;DR: how to quickly calculate market size potential

Market size helps you estimate potential revenue and gauge if your product is worth launching or scaling.

Quick market size calculation formula

And here’s the quick formula for calculating market size and value:

• Total potential customers x Average revenue per customer = Market size

3 steps to calculate market size

• Step 1: Define your audience and total addressable market (TAM)
• Step 2: Gather wider market size intel
• Step 3: Use the market size calculation formula

Why it matters

• Investors expect clear market size in your pitch deck
• Helps forecast revenue, prioritize segments, and evaluate growth potential
• Useful even if you’re not seeking funding

The takeaway
Market sizing gives you clarity and credibility. Use it to make smarter business decisions – and to prove the potential of your idea.

What is market size?

Market size is the number of individuals in a certain market who are potential customers of your product or service. Depending on your distribution strategy, you’ll probably also want to look at the number of potential sellers of your product or service. 

When measuring market size there are two ways to approach it: top down and bottom up. 

Let’s look at each:

Top-down market sizing

The top down market sizing approach focuses on seeing what the current market is like and applying what you find to your business.

For example, let’s say you sell your services to creative agencies and there are 100 creative agencies across the UK, however you currently only sell to eight of these agencies.

You can calculate that your average sale among the eight creative agencies that you work with is £5,000. This would mean that your top down market size is £500,000.

However, this number is likely unrealistic and it won’t really tell you much. After all, not all the agencies will decide to work with you, nor will you sustain the same selling average.

Bottom-up market sizing

For the bottom up approach you look at your own segment data, and then you look at secondary research to understand what’s expected to happen to those segments.

Although the bottom up approach can be more time consuming and will require you to better study and analyse your market, at the end it results in a more realistic and trustworthy number.

For example, let’s say 60% of your marketing agency business goes to big corporations, and 40% goes to small and medium-sized companies.

Your secondary market research might say that big corporations are relying less on agency work because they’re hiring in-house teams. And if you also know there’s an increase in the number of new startups entering your market, then you can act accordingly and focus on providing better solutions to SMBs.

These two ways to calculate market size help you understand the size of the opportunity in any given market. That said, it’s also important to consider other factors such as the indirect competition. 

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Calculate market size

Let’s understand why market size is important.

Why should you calculate market size?

If you create a business plan that doesn’t cover market size, you’re likely to be sent packing by any potential investor.

Without market size data you can’t create a viable business plan, it’s the only thing that gives you an idea of the potential value of your product or service. Market size is essential even if you’re not seeking third-party funding.

Let’s say you have the patent to a revolutionary new software tool; it’s easy to assume everyone will want it.

So you might say: “my market is all American adults,” but this is naive and not backed with evidence. You’ll never sell your product to all American adults, no matter how great the product is! 

There will be a certain type of person who really does want to buy your tool and your job is to nail down who that person is—and then work out how many of those individuals like them there are in the market.

This might sound difficult, but thanks to the wealth of data tools available nowadays, it’s easier than you think.

How to use your market size calculation

Before we cover how to calculate your market size, it’s important to know how you’ll be able to use this number.

Market size helps business owners answer the following questions: 

• What’s the potential revenue from this particular market?
• Is the market big enough? Will it be worth it to invest time and money in? 
• Is this a growing market? Will there be opportunities after three, five, or ten years?

These are key questions when trying to start or maintain any business. Now, without further ado, let’s take a look at how to calculate market size.

How to calculate market size

Calculating your market size shouldn’t be complicated. In fact, it can be done in three simple steps:

Step 1: Define your target audience and Total Addressable Market (TAM)

Your target customers are the people for whom your product or service solves a specific problem.

Identifying who these people are is a lot easier if you’re already active in one market.

There are three ways to group your target audience’s market: TAM, SAM, and SOM – worry not, we’ll go through what each of these mean.

Total addressable market (TAM)

TAM is the total demand there is for a product like yours.

If you’re creating an energy drink, your TAM will be estimating everyone that might consume your product: students, drivers, athletes, the lot.

Serviceable available market (SAM)

SAM is the people in the TAM that could feasibly reach your product.

Let’s say you’ll only sell it at a specific supermarket that’s only available in the southern cities of England, those within your TAM that are also in the southern cities of England will be your SAM.

Serviceable obtainable market (SOM)

SOM is the smallest subset of the available market that you’ll want to capture through your marketing and sales efforts.

These are those customers that are in your SAM, but are currently not being served, or are unhappy with the existing market offerings, or those that would actually be willing to try a new version of the product they already use.

Using existing data

Examine the profiles of your existing customers – what do you know about them?

In addition to looking at demographic information like age, gender, geographical location and socio-economic background, engage in a conversation with your customers to find out why they buy your product and why they buy your brand specifically.

Using new data

If you’re starting from scratch with a new product or service, you’ll need to come up with some hypotheses to test. 

For example, let’s say you’ve invented a wearable device that automatically tracks how many calories you’ve consumed. You can probably assume it will be of interest to men and women trying to live a healthier lifestyle, as well as sportspeople who need control over their diets and workout routine.

There could be further demand from employers or health insurance providers who want to incentivise people to maintain a healthy diet.   

You can gather initial data from a bit of desk research – for example, this government-published statistic tells us that 64% of adults in the UK are overweight.

But don’t stop there, now’s the time to delve a bit further by carrying out some consumer research.

Through a market research and brand tracking tool like Attest, you can access more 150+ million people in 59 countries, which means you can test real demand with a subset of your target audience.

For example, you could find out:

• How many people are actively trying to live a healthier lifestyle? 
• Why is a healthier lifestyle important to them?
• What are their pain points when trying to do this?
• What products do they currently use to help them improve their health?
• Would they be interested in your product?
• How likely would they be to buy it?
• How much would they be willing to spend if they are interested?

To further define your target customer, you can then analyse their demographics (these are built-in to the Attest platform) and look for trends.

Perhaps you see that professional women, living in London and the south east, aged between 30 to 50 are showing the highest purchase intent. You can then create profiles of your prime potential customers.

Once you’ve got a good indication of who your product or service is relevant to, a larger market segmentation exercise makes sense. It’ll help you prioritise your efforts and understand the true potential size of the market. 

Step 2: Gather wider market size intel

To get the full picture, you’ll want to enhance your findings by gathering further information on your industry. 

Most industries have formal associations which compile and track industry size data.

You can find out, for example, how much the industry is worth, how much is spent annually on specific product types and average retail prices. 

It’s worth spending some time working out which industry your product or service actually sits in. Knowing your industry helps you understand who your competition is.

To get more clarity on who your competitors are, try drawing up a market map. Market mapping involves arranging competing products on an axis according to their positioning.

For example, whether they are high or low-cost or whether they are complex or basic (see the below example.) 

In an ideal world, market mapping will highlight that your product falls into a unique niche.

For example, your product could be the highest quality product being offered at a low price point.

This immediately gives you a point of difference, giving investors a compelling reason to believe you’ll be able to steal market share.

Use consumer research

You can use your consumer research to back up your market positioning, like social enterprise Divine Chocolate did.

The chocolate bar maker identified that some consumers were prepared to pay a premium price for very high-quality chocolate made from Fairtrade cocoa. It saw that there was little competition in this space and successfully claimed the position. 

If you do find a gap in the market, it’s important to be sure why others aren’t filling it.

It may be that the demand from consumers just isn’t there, so be sure to combine your study of the market with actual feedback from consumers.

Discover the potential value of your product or service

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Run brand perception research

Brand perception is about what your consumers think and feel about your brand.

Not just as an opinion, but as a deeper subconscious sentiment that they have developed after interacting with your brand, your products, your international marketing and messaging, and yes, even your competition.

Brand perception is not what you want customers to feel towards your brand.

It’s about what the customers believe you stand for. Ideally, these two would be the same, but in reality it’s hard to influence your customers so directly; that’s why you need to research your brand perception – and also that of your competitors.

Brand perception can affect the type of customers you attract, your price point, and the partnerships you can build with other brands. So, make sure you measure your brand’s reputation and perception.

Use market research surveys

The best way to gather market-wide information is through market research surveys using market research services.

These tools will help you collect important information from various demographics, and types of customers.

Market research used to be done face-to-face or through lengthy, cumbersome calls.

Today  you can have great insights, data ready for reporting, and a global reach with online market research surveys. They help you take the guesswork out of market research while keeping your process scalable and inclusive.

Once you’ve narrowed down your target market size and customers, and you’ve studied the market at length, you’re ready to calculate market size.

Step 3: Use the market size calculation formula

Here’s that quick formula again:

• Total potential customers x Average revenue per customer = Market size

Your market research will give you a lot of information that you’ll need to analyse and understand. Let’s look at how to plug this information in a formula for estimating market size.

For example, let’s say you produce chocolate. You plan to be stocked in independent food stores. But you find there are few of these types of outlets in the Midlands – a location where you see high purchase intent.

This will affect these consumers’ ability to buy and will reduce your potential sales. 

You have to take factors like this into consideration and look at the ‘available market.’ The available market is those who have both interest and the ability to buy – this is your number of target customers.

Once you have this figure, you need to multiply it by the quantity of your product an average buyer will purchase in a given time period, like a year.

In the case of our fictional calorie counting device, this is likely to be a one-off purchase, but if it’s a consumable you’re selling, purchase frequency will be far higher.

Use your industry data and consumer brand research to estimate this figure – and be realistic!

How to project your market size

Market size is the maximum total number of sales or customers your business can see, often measured over the course of a specific period of time – often a year.

Knowing what your potential market size is will help you when gauging your next business steps, whether or not an investment in a new product is worth it, or what growth is to be expected.

The next step in calculating market size is to engage in a bit of future-gazing. Is your market likely to grow or shrink in the future?

You can look at historical data to analyse the market’s performance – is it on an upward trajectory?

Now, think about your customer base — is that likely to get bigger? If we go back to the example of the calorie tracker, there’s plenty of available data to show that the overweight population is growing.

Will there be more prospective customers in your market in the next few years? If you can show your marketplace isn’t static and is instead evolving, there’s greater reason to believe in a successful future for your product.

When presenting market size and market value statistics for your business, try to make one, two and three-year projections.

Don’t forget to factor in your anticipated roll-out to other geographic areas over time or improved distribution plan. 

You also need to consider your own impact on the industry. What’s your disruptive potential? Most startups are coming to market with an innovative product or service and this can dramatically change the landscape.

Think of the way digital cameras virtually destroyed the market for film cameras – and film developing – or the effect Amazon’s Kindle had on regular bookstores.

On the other hand, are there other companies’ products or services on the horizon that threaten the industry as you know it?

Do as much research as possible by looking at patents being filed, reading industry media and setting up Google alerts for relevant keywords to keep abreast of things in development. 

How to calculate market size: an example

Let’s say your product is a face wash for people with acne – you can reasonably expect people to get through one tube of it per month.

If there are 500,000 target customers in your market, this means the total volume of market demand for acne face wash is 500,000 x 12 (months a year) = 6 million a year. If the average price of acne face wash is £10 a tube, then market value is 6 million x £10 = £60 million.

Another calculation you can do is estimating the percentage of market share you will be able to command.

For example, if you know the face wash and cleanser industry as a whole is worth £1 billion annually, you can realistically expect to capture between 1% to 5%. In terms of value, that equates to between £10 million and £50 million.

Summing up your market sizing exercise

Now you’ve learned how to determine market potential (Total potential customers x Average revenue per customer = Market size).

Now, you can add this information into your pitch deck so potential investors can see what the estimated earnings can be. 

Bear in mind that most VCs and angel investors would like to know they’re investing in a market with a large potential size (typically, at least £1 billion).

If your numbers are smaller than this, don’t be tempted to over-inflate them. Be honest and explain why you believe in the market’s potential… or why it’s important to bring your product to market. For example, it’s going to make the world a better place. 

Investors’ investment philosophies differ, so there’s every chance you can find your match with the right research in hand.

Understand your market size to ensure success

Make smart decisions for your brand with Attest’s combination of cutting-edge tech, human research expertise and a quality global audience of 150+ million in 59 countries.

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The goal of product positioning is to carve out a distinct space for each of your products in the market, and in your very own product lines. Because you’ll want every product to be able to connect with specific audiences. By doing this, you’re making sure you’re not just throwing features into the void –you’re highlighting exactly why each product is perfect for its target customer.

Now this might seem like an unnecessary game of nuance. Because your brand might already have its overarching positioning – so why do individual products need one?

There’s a reason people choose between two seemingly similar options. There’s something small in there that makes them different for them. And with product positioning, you highlight those differences in all the right ways.

Clear product positioning leads to targeted marketing that feels personal and relevant, especially in a crowded marketplace. Your messaging will be so focused, it will increase engagement and drive sales. It’s also a strategic exercise that will help you allocate resources better to your overall marketing plan

A solid product positioning will help you bridge the gap between being a generic option and the go-to choice for your customers. Here’s how to formulate your own, with the help of smart market research.

What is product positioning?

Product positioning defines where your product stands in its market category, highlighting its unique features and how it meets its ideal customers’ needs. By emphasizing the key elements that set it apart, you make sure a specific product is seen as the best solution for your target customers.

For marketers that are new to product positioning, or those who’ve mainly focused on overarching brand positioning, the distinction is crucial.

While brand positioning sets the general direction and values of your company, product positioning drills down to the individual offerings—each product can, and often should, have its unique position.

This doesn’t mean they conflict but that they complement each other within the broader brand strategy.

Every product positioning you craft should not only fit within the broader context of your brand identity and positioning but ideally, it should reinforce and exemplify it.

Think of your brand positioning as the foundation upon which the unique selling propositions of your individual products are built. Each product can highlight a different aspect of your brand’s overarching strategy. It doesn’t cause confusion. When done right, it better illustrates the versatility and depth of what you offer than just choosing one generic positioning.

It’s perfectly acceptable, even strategic, to adopt different positioning strategies for different products. For instance, one product positioning might spotlight your brand’s commitment to innovation, while another underscores your dedication to sustainability. Together, they deliver a comprehensive picture of your brand’s multifaceted approach to meeting consumer needs.

6 steps for new product development research

Market research for new product development will help you understand your users’ needs, as well as potential risks and market opportunities – here are the 6 key steps to get there

See the 6 steps

How to define your product position in the market (with examples)

There are tons of product positioning strategies out there, but the one you choose should be made with your unique value proposition in mind. Here’s how to create an effective product positioning strategy in a few simplified steps.

Start with a deep dive market and competitor research

Don’t just skim the surface. Use tools like Attest to dissect what competitors are doing and why they’re doing it. And ultimately how their activities resonate with your target customers.

Look at their successes and failures through case studies. This isn’t about imitation – it’s about understanding the playing field and launching product positioning strategies that win based on that. Market research templates can streamline this process, offering structured ways to gather and analyze information.

Unpack your product

Really deconstruct what you’re offering.

How does each feature meet a specific want or need? What pain points are you addressing? This step requires you to merge hard data with empathy. Understand not just the practicality of your product, but its emotional resonance too. Tools and insights from Attest’s consumer insights experts can help illuminate these aspects.

Get ready, set, monitor: work with data-driven goals

Set clear, measurable goals for how you want your product to be perceived.

Your goals should be informed by the insights you’ve gathered, assuring they’re rooted in real consumer attitudes and behaviors.

Make sure there is consistency across brand and product

Your product’s positioning should reinforce your overall brand strategy.

Each product can highlight a different facet of your brand’s value proposition but should collectively paint a coherent picture. For example, Apple’s product lineup each emphasizes innovation, design, and user experience, reinforcing the brand’s overarching identity.

Put together a strong product positioning statement

Time to choose the words that crystallize your product’s identity. A solid positioning statement makes it clear who your product is for, what it offers, and why it’s different (and better) than alternatives. It’s not just for external communication – it’s the guiding light for your marketing, development, and sales strategies.

Your product positioning statement should be concise yet descriptive, specific yet broad enough to encompass your product’s essence. Let’s look at examples of both effective and ineffective positioning statements to understand what sets them apart.

Good product positioning statement example:

For environmentally conscious consumers who value sustainable living, our biodegradable cleaning products offer a powerful, eco-friendly cleaning solution without the harsh chemicals found in traditional cleaners. Unlike other eco-cleaning brands, our products use patented technology to achieve superior cleanliness while fully decomposing within 90 days.

What makes this an effective positioning statement:

• The target audience is clearly defined.
• It highlights the unique benefit and is specific about what that is.
• It clearly states how it’s different and better than alternatives, focusing on patented technology and a specific decomposing timeframe.

Bad product positioning statement example:

Our cleaning products are great for anyone interested in cleaning their home, offering an effective solution to make spaces cleaner and more beautiful. With unique ingredients and a fresh scent, our cleaners are a top choice for a spotless home.

What makes this a weak positioning statement

• Saying “anyone interested in cleaning their home” is too broad and doesn’t effectively target a specific market segment.
• The statement mentions “unique ingredients and a fresh scent,” which are too generic and could apply to countless cleaning products.
• It fails to explain how the product stands out from competitors, making it forgettable and blending it into the sea of similar products.

Tips for formulating a strong positioning statement

• Clearly define who your product is for and why it’s relevant to them.
• Highlight value and benefits, not features. Focus on how your product improves the customer’s life, not just on its features.
• Clearly articulate how your product is different from and better than the competition.
• A positioning statement should be brief yet comprehensive enough to convey your product’s unique value.

Embrace differentiation

Understanding the factors like price, quality, ideal consumer, product type, and competitor offerings are crucial. For each factor, ask, “How can we do this differently?” Not for the sake of being different, but for the sake of knowing how you do things better, and how you can communicate that to your target market.

Maybe your product is the most budget-friendly option, or perhaps it’s the luxury choice. Perhaps its use of cutting-edge technology sets it apart, or its appeal to a niche audience that others overlook.

Let’s break down what elements to consider:

• Price: if your product is the most cost-effective option, highlight this affordability as a key selling point. If it’s a premium choice, emphasize what it is that justifies the higher price.
• Quality: it’s an often overused word that has lost its meaning. Whether your product is known for superior durability, innovative features, or simply outperforms competitors in user satisfaction, make sure potential customers know why your offering is considered ‘high quality’.
• Ideal consumer: identify the specific needs and preferences of your target market. Understanding and speaking directly to this audience’s unique challenges and desires will make your product a no-brainer for them.
• Product type: consider how your product’s category influences its positioning. Is it a first-of-its-kind innovation or a new take on a familiar item? Highlighting how your product fits into or disrupts existing categories can attract attention and interest.
• Competitor offerings: analyze what competitors are doing and find your edge and own market positioning. Maybe your product offers a feature that others lack, or it delivers a similar experience in a more user-friendly way. Use this analysis to carve out a niche that your product can own.

Validate with research

Before you go all in, test your positioning.

Use surveys, focus groups, or one-on-one interviews to gauge consumer reactions. This validation step can save you from costly missteps and refine your positioning to resonate even more strongly with your target audience.

Examples of product positioning done well

Let’s look at how two brands, Bugaboo and Manscaped, have effectively positioned their products in the market, and how they used Attest to do this with data-backed confidence.

Bugaboo – nailing positions for high-end strollers

Bugaboo is a brand that positions itself at the premium end of the baby stroller market. Their product design focuses on durability, style, and functionality, appealing to parents looking for high-quality, long-lasting products. With a trio of ‘comfort’ strollers launching simultaneously, Bugaboo used Attest to create clearly differentiated propositions. Bugaboo needed to answer two questions: what is the appeal of the drafted propositions and how could these be optimized further to stand out from one other? You can read the full case study here, but here are the key learnings:

• Choose your words wisely. Bugaboo ran A/B tests to decide which exact terms they should lean in to, further strengthening their positioning strategies for each stroller.
• Positioning directly influences price. The research also provided a steer on pricing the three new models, which prompted Bugaboo to do a bigger portfolio study before setting the final RRP. 

Manscaped – shaping a niche in male grooming

Manscaped specializes in male grooming products with a focus on below-the-waist hygiene. Their clear, humorous, and direct marketing has helped them establish a strong position in a niche market. Here’s the full case study, and here are two big aha-moments:

• Test more than once, and verify your findings. Manscaped is on carrying out further testing to make sure their products are perceived as high quality in the new categories they’ve entered.
• Benchmark your brand against competitors. Instead of ‘just’ looking at the competition, they tried to find out how their own brand is perceived in new territory.

These examples showcase the importance of understanding your market, identifying unmet needs, and crafting a brand voice and product that speaks directly to your target audience. Whether it’s creating an entirely new category like Manscaped or focusing on quality and emotional connection like Bugaboo, the key to effective product positioning lies in differentiation and aligning your products with your consumer’s values and needs.

Get the competitive advantage with a great product positioning strategy

A well-defined product positioning strategy gives your brand a competitive edge, making your product the obvious choice for your target audience. You’re not ‘just’ trying to be different – you’re trying to be clear about exactly why you have the best solution for your customers’ specific needs. This focus not only attracts the right customers but also builds lasting loyalty.

Want to make sure your product hits the mark right from the start? Start with solid market research. Attest’s guide on market research for new product development offers practical tips and insights to help you nail your product positioning and stand out in the market.

Measure demand for your products

Analyze and monitor how much consumers want products like yours, with reliable product demand analysis research

See how to measure demand

The post What is product positioning? Definition and examples from real brands appeared first on Attest.

Luckily (for you!), you’re wrong.

What marketers and product developers often forget, is that there’s a huge amount of data that’s waiting to be combined into new, refreshing insights to help guide you and your team’s work. But it all starts with gathering data (that you actually need and will use) and knowing how you’ll use it. This calls for primary research.

Market research is something companies need now more than ever. You might think that after decades of ‘modern’ marketing, we’ve got consumers figured out. But again, that’s not the case.

Consumers are always being affected and shaped by new trends, technologies, ideas and experiences. It’s up to brands like yours to choose whether to keep up with all the changes, or simply hope that consumers will adapt to them.

We know what the wiser decision is. But you might need a bit more convincing (or your CFO definitely does). So here we’ll guide you through seven benefits and consumer insight examples and how they’ve benefitted businesses in the real world (we’ve seen it firsthand).

Here’s what we’ll cover:

1. Greater marketing ROI as a result of data-driven decisions
2. Risk mitigation as a result of making more informed decisions
3. Market research strategy that can be turned into actions that generate revenue (what would your CFO think?)
4. Understanding of consumer trends and better ability to quickly adapt to market shifts
5. Product development and marketing campaigns that are more likely to satisfy your target market
6. Staying ahead of competitors by identifying gaps in the market and opportunities for brand differentiation
7. Highlighting opportunities for increased customer satisfaction and customer feedback

1. Greater marketing ROI as a result of data-driven decisions

Some campaigns are launched with a bang and big budget, only to fizzle out with little ROI to show for it. And that’s why market research helps by giving you tools to make data-driven decisions.

Let’s talk numbers. Conducting market research gives you insights straight from your target market’s mouth. What do they need? What challenges do they face? How do they make decisions? The answers to questions like these help you craft marketing materials and campaigns that resonate deeply, leading to better engagement and more conversions.

But it’s not just about hitting the right notes. It’s about cost efficiency too. By understanding your target customers through consumer research, you can allocate your budget more effectively. No more throwing money at the wall and seeing what sticks. Instead, you invest in channels and messages that you know work. Consumer research isn’t just an expense; it’s an investment in smarter, more profitable marketing.

How OddBox used consumer research to cut campaign costs

In their expansion into three new UK regions, Oddbox significantly reduced campaign costs and increase effectiveness using insights from Attest. Discovering unexpectedly high brand awareness, they smartly scaled back on intensive marketing efforts. This insight allowed for a more efficient allocation of resources, targeting specific regions with tailored strategies.

It actually had quite a significant impact on our overall campaign costs. And I think it enabled us to plan a much more efficient campaign.

Liz Yates, Head of Growth at Oddbox

In the Midlands, influencer recommendations and leaflets were effective, while in the Southwest, a grassroots approach resonated more. This strategic use of consumer research not only minimized expenses but also ensured their marketing efforts were precisely aligned with regional preferences.

2. Risk mitigation as a result of making more informed decisions

Taking risks is part and parcel of the game. But who says you have to go in blind?

Here’s where the benefits of market research transform from a ‘nice-to-have’ into a ‘must-have’. It’s not just about gathering data; it’s about using that data to sidestep potential mishaps.

How Clim8 used consumer research to decide what to show (and what not) in their messaging

Clim8 Invest’s successful shift in their marketing strategy is a prime example of risk mitigation through conducting consumer research. After running creative testing with Attest, they discovered their target audience favored human-centric messaging over typical environmental imagery. This insight led them to abandon wind turbine visuals in favor of more relatable content, significantly reducing the risk of an ineffective campaign.

We revised all our digital formats; you won’t see a wind turbine from us anymore.

Ilona Sediha, Marketing Lead at Clim8 Invest

Clim8’s updated marketing materials performed significantly better than benchmarks, all because they knew what their target market wanted to see.

Get survey templates from the experts

Set up your research right with survey templates written by our in-house research experts

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3. Market research strategy that can be turned into actions that generate revenue (what would your CFO think?)

It’s one thing to have a stack of data; it’s another to translate it into actions that boost your bottom line.

Consumer research does more than just tell you who your customers are and what they like. It digs deeper, uncovering the ‘why’ behind their choices. You learn not just what your target market wants but how and when they want it. You can get this through a mixture of quant research and qual research like surveys and focus groups.

And who’ll be waiting for them when the time is right? You.

But how do you make the leap from insights to income? It starts with aligning your products and services with the needs and wants of your consumers. Imagine your research reveals a growing trend in eco-friendly products in your target market. That’s your cue to innovate or highlight your eco-friendly options, tapping into this emerging market trend before your competitors do.

Then there’s the power of personalization. Consumer insights allow you to tailor your marketing materials and campaigns to speak directly to your customers’ desires, creating a more meaningful connection. Personalized campaigns have a better chance of converting interest into sales.

And don’t forget about timing. Consumer research can reveal the best times to launch new products or marketing campaigns, aligning with when your target audience is most receptive. This strategic timing means your efforts are more likely to hit the mark, resulting in better sales.

How Bloom&Wild quadrupled their Valentine’s Day sales using consumer insights

Instead of following the conventional path, Bloom & Wild tapped into consumer preferences for more thoughtful gifts, deciding against selling red roses. This bold move, inspired after conducting market research, not only differentiated them from competitors but also resonated deeply with their audience, resulting in a 4x increase in sales and a 51% boost in press coverage. Here’s the gist.

4. Understanding of consumer trends and better ability to quickly adapt to market shifts

A flexible business is a great business. We’re not saying you should change who you are and what you do based on the whims of your target customers, but you should be nimble enough to operate in a broader range than just ‘we’ve always done things this way’.

Understanding consumer trends and adapting to market shifts can turn potential disruptions into opportunities for growth. What’s hot today can be forgotten tomorrow. You want to keep your finger on the pulse of consumer behavior at all times, through ongoing research.

How The Vegan Society used consumer research to build a more sustainable world

The Vegan Society skilfully uses consumer insights to stay ahead of changing attitudes towards animal products and sustainability. Their research with Attest helped them identify a growing interest in vegan alternatives, which is vital for brands under their Vegan Trademark.

One of the things their research uncovered was a strong demand for vegan-verified fashion, with many consumers willing to pay more for these options. Want to know more? You got it.

5. Product development and marketing campaigns that are more likely to satisfy your target market

Some products hit the market and immediately sell out, while others are seen more like an ‘alternative’ thing that not everybody runs to the store for. Just look at smartphones: they’re all incredibly similar, and someone who’s not very techy will probably not differentiate much between different products . Yet some are a commodity, and others aren’t.

The secret often lies in how well their development and marketing align with real, detailed, deep-digging consumer insights. People weren’t just hoping to be better connected to other people. Apple made sure they are also better connected to themselves, with seamless integration with every product they offer.

We’re not telling you to pivot your business strategy completely. We’re telling you that market research helps you create something that can truly set your campaigns and brand apart from your competitors.

Next time you’re creating a product or campaign, look at how similar it is to other products and campaigns. Is it too similar to stand out?

How Secret Cinema used consumer research to design a new global product

When a global pandemic hit, Secret Cinema didn’t just wait it out; they reinvented themselves with a digital experience, guided by consumer insights. Shifting from live to virtual shows, they tapped into Attest to gauge what their audience really wanted from an online event.

Their smart use of consumer data didn’t stop there. They also delved into what films or TV shows would hit the mark, ensuring their content struck a chord with fans. Secret Cinema’s story is a playbook on using consumer insights to adapt and thrive, turning a challenge into an opportunity for innovation and expanded reach.

6. Staying ahead of competitors by identifying gaps in the market and opportunities for brand differentiation

Staying ahead of competitors isn’t just about speed – it’s about smart strategy. Everyone is shouting to be heard. But instead of yelling louder, you find a different approach – speaking directly to an audience that others have overlooked.

What’s crucial to truly leverage the benefits of consumer research is decisiveness and the willingness to take action. Research is important, but acting on your findings is even more crucial.

So when it comes to your marketing strategy and competitor research, be ready to make sizable changes and make informed decisions rapidly. Most companies wait for the market to show signs that their research is right – don’t be most companies.

How Bought By Many used consumer research to disrupt an established category

Bought By Many shook up the pet insurance game by zeroing in on what pet owners were really after. Diving into consumer insights, they spotted a gap: people craved insurance policies that truly cared for their pets, not just the usual offerings. They didn’t just guess at what pet owners wanted; they asked, listened, and delivered.

Their approach wasn’t all talk. They backed it up with a solid online presence, answering the real questions pet owners had. This smart mix of consumer insight and targeted communication helped them stand out in a sea of sameness.

7. Highlighting opportunities for increased customer satisfaction

Many businesses see consumer research as gauging how happy their customers are with what they’ve gotten in the past. When, in fact, it’s about understanding why they feel that way and what you can do to improve their experience.

Whether it’s through surveys, focus groups, or social media platforms, gathering feedback is crucial. It gives you a clear view of what’s working and what’s not.

But just like point 6, it’s not enough to just collect this feedback; you need to act on it and know how to analyze survey results. This is where many businesses fall short. They listen, but they don’t respond. Customer feedback can guide everything from minor tweaks in your product features to major overhauls in your marketing strategies. It’s about showing your customers that their opinions matter and that you’re committed to evolving based on their needs and preferences.

How Big Potato Games used consumer research to make their customers even happier

Big Potato Games hit a home run by using consumer insights to ramp up customer satisfaction. Initially guessing who their players were, they stepped up their game by diving into real data. They discovered what different gamers, from the hardcore enthusiasts to family fun-seekers, really wanted from their board games.

This wasn’t just a win for product development; it reshaped their marketing too. Knowing their audience inside out, they tailored their games and promotions to match the exact vibe each customer group was looking for. The payoff? Happier customers, more engaging games, and a brand that really gets its players.

Send consistent consumer research surveys for consistent benefits

Ready to dive in and see how consumer research can revolutionize your brand? Check out more customer stories for that extra nudge.

Top consumer insight examples

Here are 5 real-life consumer insight examples where actionable data has been used to create winning campaigns. See how it’s done and what you can learn.

Read on

The post 7 Benefits of consumer research (beyond just market insights) appeared first on Attest.

Building brand loyalty needn’t be as hard as many make it out to be. Think of it this way: You can find your perfect match—in the marketing world, that means making sure your customers feel supported and appreciated by your brand or business.

Give them what they want, which starts by finding out what that even is.

With the right techniques in place and some savvy strategy behind it all, you can craft customer relationships that will weather any storm. Here we’ll take a look at examples of consumer brand loyalty and its importance, why it should be at the top of your to-do list this year, and how to tackle it.

What is brand loyalty?

The relationship between a customer and a brand can be quite powerful: it could make someone go out of their way or pay more than they’d usually spend, simply because they love your brand so much.

Strong brand loyalty is like the cool kid in school you can’t help but follow. It’s when customers turn away from other options and are almost blindly devoted to one particular product, service or company.

This kind of commitment is noticed and encouraged by brands, which often leads to them rewarding their loyal customers with exclusive offerings and discounts.

Whether it’s an Apple devotee refusing to purchase any other type of phone or a Starbucks stan who’s turned down every cup of coffee from anywhere else, brand loyalty can express itself in many different forms.

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The 5 benefits of brand loyalty

It’s almost as if some people have taken their mothers’ advice to always buy quality goods, and decided to take it one step further by only buying from one brand. Brand loyalty is an important concept for businesses as it means devoted customers who are likely to return again and again, ensuring great brand ROI – even when better deals are available elsewhere. That comes with some huge benefits, let’s dive into them.

1. Brand ambassadors are your defense against competitors’ price drops

One thing that’s killed many businesses is aggressive price competition, or a price war.

A price war is ‘when companies continuously lower prices to undercut the competition. A price war may be used to increase revenue in the short term or as a longer-term strategy to gain market share,’ according to Investopedia.

In such cases, only the goliaths will survive, because who can compete with Coca-Cola or Amazon on price? If they want to lower their prices, they can, with minimal negative impact on the business.

Brand loyalty makes consumers less price-sensitive. And, if there is genuine brand loyalty, you will be able to retain customers even if you face stiff price competition.

This helps you to maintain margins (think of Apple’s continued hold on the premium end of the market), and increase profitability, which in turns allows you to invest more back into the business, producing a better, differentiated experience for consumers.

This is the kind of positive cycle every brand wants.

2. A loyal customer will be willing to pay more

As we touched on above, loyal customers are relatively price agnostic—a change in price will not affect their purchase behavior to the same degree as non-loyal customers.

In our report into consumer perception of brand purpose, we found that 55.5% of consumers are willing to spend more to buy from brands they really care about.

However, this isn’t just about sensitivity to price rises—it’s also about selling your products or services at a premium to others in your market.

Think about supermarkets’ own brand water, versus Highland Springs, Volvic, Evian and then Voss right at the top end of premium. They’re all essentially selling the same product: bottled mineral water. However, the brands they’re building allows them to charge incrementally more.

That’s great brand building!

3. Customer loyalty creates barriers to entry for new competitors

New businesses are less likely to enter a market with fierce brand loyalty, and, therefore, you have more protection against loss of market share.

Imagine trying to dislodge Amazon as the preferred online marketplace, or Google as the first-choice search engine. Not impossible, but a daunting task for sure.

Here it’s important to add a note of caution for incumbent brands—brand health and loyalty should never be taken for granted. Many once-strong brands have succumbed to competition by assuming their market position and positive customer feelings would last forever.

4. Repeat customers cost less

Your loyal customer base is worth a lot, more than what they spend. Customer retention is so much cheaper than any marketing tactics needed to get new customers.

And it’s not just that new customers are more expensive to acquire than existing customers. They may also be more demanding—they need helplines and customer care because (a) they don’t know the company/products/services as well and (b) they need to be treated well while they are shopping around. If you don’t give them good service, they can just go elsewhere because they don’t yet feel loyal to your brand. While this is true of all customers, it is particularly the case for new ones, because they’re not yet invested in your company.

If you can keep customers coming back, and keep them loyal, your customer service costs will fall. Furthermore, lumped in with this is the cost of onboarding new buyers. This is traditionally an expensive process for any company—you do not need to market and sell quite so fervently to loyal customers.

5. Building loyalty also gets you more new customers

Loyal customers can become an extension of your own marketing team. It’s something we see more and more today, as people become zealous about their favorite brands. How many people have you heard debate the benefits of Uber Eats over Deliveroo, or the other way around?

Amazon, Eventbrite, Ella’s Kitchen—there are so many diverse brands who built up leading market positions because of their relentless focus on customer service, which in turn translated into positive word-of-mouth promotion.

The potential for your customers to become advocates can be measured by Net Promoter Score (NPS), which is just one of many brand health metrics you should know about.

How do you build brand loyalty?

This graphic, created by the Applied Psychology department at the University of Southern California, is a helpful tool for understanding the essentials of brand loyalty:

These things can be hard to measure, but they are the very nature of what makes people loyal to a brand—beyond price.

In a sense, brand loyalty is about human emotion—it’s about our imperfect, irrational way of making decisions, because, if we always took the ‘best deal’ on the market, the likelihood of any repeat business would be gone. But that’s not how most humans work. They create bonds, affiliations, and opinions based on feeling.

On ‘feeling’, there are a number of ways that a brand can create a strong image of itself, and one that aligns with its customer. Let’s look at some steps to take when building that brand loyalty.

Step 1: Have a brand that is easy to recognize and that people can connect with

Some brands have everything in place for exceptional brand loyalty, except for one thing: a clear brand that people can actually connect with. Your brand attributes play a huge role in this. Next we’ll dive into some of the most important ones, but these are two you don’t want to miss out on: language and color

Language

Innocent Smoothies is a great example of this. The tone and language of their marketing is slightly child-friendly and innocent. Their brand is about honest, well-sourced and healthy products, so bringing in that language has created a strong brand that people can relate to.

Color

Almost every brand has a few core colors that define almost every piece of marketing. Apple is built on silver, black and white, denoting simplicity, technology, and a futuristic feel. Barclay’s calm their customers with baby blues to soften their ‘bankiness’. Monzo are fluorescent coral to bring in younger crowds who want to define themselves by their bank card.

Step 2: Put extra thought into your products and marketing efforts

This is something brands are moving towards more and more: adverts and products increasingly have a ‘you’ feel about them.

They become so personal that you almost cease to care or remember what the company is selling.

Customers are more likely to come back if they can trust the products or services they receive from your business. Show that you care by taking the time to make sure every element of production is done right, and that each customer gets the best experience possible. Doing this will give customers confidence in your business, setting the foundation for long-term relationships.

Step 3: Engage with customers on social media

Social media is an invaluable tool when it comes to building your brand loyalty—but only if used correctly. Don’t just post ads or content—actually engage with your audience and get them involved in your business!

Ask questions and take feedback seriously, then follow up with consistent communication on all platforms. This will remind people of why they like you in the first place, plus create a sense of community that encourages others to join in on the fun (or serious conversations).

Step 4: Reward customer loyalty

We’re not going to lie: sometimes brand loyalty love stories simply start with a company offering deals that are too good to pass up on.

Think of what truly great incentives for returning customers you can give, because it shows that their repeat purchases mean something special to you as a business. Offering discounts, free swag, exclusive offers—whatever works best for you—will help keep customers coming back again and again!

This also creates an element of surprise that’ll make them feel appreciated while they explore new products or services from your company.

Step 5: Offer excellent customer service and double down on the customer experience

The customer experience is one of the most significant factors when you’re building customer loyalty. You have to make people feel engaged in the brand.

Nothing does that quite like making the customer associate personal experience with you, and, importantly, making an experience out of the interaction with your brand. Everyone wants to be treated well when interacting with businesses they support—so don’t disappoint them!

Whether through email, over the phone or face-to-face interactions, always be polite and professional in order to leave customers feeling satisfied with their experiences. You may even want to consider using surveys or other forms of feedback after each interaction so you can understand what people need out of every exchange with your company.

How to measure brand loyalty

Aside from repeat sales, brand loyalty—tied up so often in emotional feelings towards a brand—is notoriously difficult to measure.

But if you can’t measure it, how can you manage (and improve) it?

We would suggest you take a blend of 3 critical metrics that—taken together—can help you provide a quantified and measurable view of your brand loyalty.

Net Promoter Score: How likely are consumers to recommend your brand/product/service to a friend or colleague?

Purchase Intent: How likely are consumers to choose your brand/product/service next time they need to solve a particular problem that your business helps to solve?

Sentiment analysis: How would consumers describe your company, and is the net sentiment of their words positive or negative?

Measure your brand loyalty

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This provides you with a robust, 3-point system for triangulating your brand loyalty, which can be tracked over time. Over time, are you enhancing and growing brand loyalty, or is it dipping and should you be concerned?

Measure and boost brand loyalty with Attest

Brand loyalty starts with knowing your customer, and your target audience. It’s no good to simply drop prices and expect people to come back again and again; you need to carve out your niche, and engage with consumers in meaningful ways.

Ultimately, a brand needs to speak to its customers; not only will this develop that illusive ‘good feeling’, but it will help build an understanding of who your customers are, and what they value.

If brand loyalty is something you want to measure and improve, check out our tools for brand tracking. We’ve got templates ready to go so you can start getting to know your soon-to-be loyal customers.

The Experts’ Guide to Brand Tracking

How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.

Get your copy now!

The post <strong>How to build brand loyalty that lasts</strong> appeared first on Attest.

That’s where concept testing platforms come into play. With these top 10 concept testing platforms, you can validate your concepts, prioritize your best ideas, and launch products you know your target customers will love.

Time is of the essence, and these concept testing platforms understand that. They offer quick turnaround times, allowing you to collect and analyze data efficiently, and make important decisions at the speed your business needs. With real-time reporting capabilities, you can access survey results and insights immediately, empowering you to make data-driven decisions.

Here are our picks for the top concept testing platforms in 2023:

1. Attest
2. SurveyMonkey 
3. Toluna
4. Qualtrics
5. Fastuna
6. Zappi
7. Alchemer
8. Fuel Cycle 
9. Question Pro 
10. SurveySparrow 

*Pricing as of May 2023

1. Attest 

We don’t want to toot our own horn too much, but Attest’s platform is a powerful concept testing tool that helps you launch concepts you know will resonate with your target audience. 

With innovative features and an intuitive interface, Attest provides a seamless experience for conducting concept testing research and gaining valuable insights to inform your marketing strategies and product decisions.

I’ve been using Attest across 3 businesses for the last 5 years, and the intuitive interface, templated concept testing questions, respondent targeting and quality of panels are second to none. In addition, the team at Attest provide the level of service you’d expect from dedicated research agencies but balanced with the ability to run the research and interpret the data yourself.

Tom H. – Attest user

One of the key benefits of using Attest is accessing a panel of over 150+ million consumers across 59 countries. This means you can test your ideas on a diverse range of people, giving you truly representative consumer feedback.

[Attest is an] intuitive, easy-to-use platform. A fantastic recent redesign makes using it easier than ever.

Beth M. – Mid-Market

Our platform can cater to your concept testing needs and help you confidently make data-driven decisions throughout the concept development process. 

Key features

• User-friendly interface: Our platform is designed with ease of use, making it simple and intuitive to create and customize survey templates for concept testing. 
• Large panel of diverse respondents: We provide access to a wide and diverse panel of respondents, ensuring reliable data collection and insights. You can target specific demographics or segments to ensure your concept testing research accurately represents your target audience.
• Advanced analytics features: Attest offers analytics features such as data visualization, sentiment analysis, and text analytics, allowing you to uncover deeper insights from the data you collect. 
• Intuitive survey builder: Create a template from scratch or customize our ready-to-go concept testing template.
• Expert research advice: Our team of experts is here to help you make the most of your surveys and analyze the results for impactful decisions. 

Pros

• Fast survey responses
• Intuitive, easy-to-use platform
• Quality-assurance features

Cons

• No social listening tool 
• Harder to analyze responses in different languages

Pricing

• Professional: $0.50 per response
• Premium: $0.44 per response
• Enterprise: Book a demo

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2. SurveyMonkey

SurveyMonkey is a powerful and versatile survey tool that can help you gather valuable insights from your target audience. Whether you’re conducting concept tests, market research, or customer satisfaction surveys, SurveyMonkey offers a range of features to help you get the most out of your data.

Key features

• Custom surveys: One of the great things about SurveyMonkey is the ease with which you can create custom surveys. 
• Advanced data analysis: Use advanced reporting to make sense of responses and turn insights into actions. 
• Built-in analytics: You can use SurveyMonkey’s built-in analytics to generate custom reports, charts, and graphs that help you visualize your data.

Pros

• Easy to use
• 100 pre-built integrations
• Wide range of customization options

Cons

• SurveyMonkey branding on surveys 
• Expensive paid plans for small teams
• No real-time reporting

Pricing

• Team Advantage: $25/user/month
• Team Premier: $99/month
• Enterprise: Contact sales

3. Toluna Start

Toluna is a well-established customer intelligence platform for conducting qualitative and quantitative market research. With over 30 million users on their panel, Toluna provides a vast pool of potential participants for insightful concept testing and product development. 

You can view your data in various formats, including charts, graphs and tables. And you can access various automated features and dashboards.

Key Features

• Survey and research tools: These tools allow you to design and conduct surveys, polls and questionnaires to gather feedback from your target audience. 
• Focus groups and in-depth interviews: These provide valuable insights into consumer behavior and attitudes and allow you to have live discussions with your audience. 
• Real-time data reporting: This feature allows you to access up-to-date information about your research project, which can help you make informed decisions about your business. 

Pros

• All-in-one solution
• Easy to use
• Research team support

Cons

• Basic reporting features 
• High price for small businesses
• Limited customization 

Pricing

Toluna’s plans are tailored for each business and are available on request. 

4. Qualtrics

Qualtrics is a research platform that has revolutionized how businesses validate their ideas and concept tests during the product development process. With Qualtrics, you can create custom surveys tailored to your specific needs, and conduct research across multiple channels, including email, social media and website pop-ups.

Looking for more on how Qualtrics compares to other platforms? Check out our guide on the top Qualtrics alternatives!

Key Features

• Real-time data analysis: Monitor your survey responses, and adjust your research. 
• Analytical tools: Make sense of your data, including regression analysis, T-tests, and correlation analysis. 
• Advanced reporting features: With Qualtrics, you can create detailed reports that are visually appealing and easy to understand. These reports can be shared with your team or stakeholders, allowing you to communicate your research findings effectively.

Pros

• Pre-built survey templates
• AI and machine learning
• High-end security features

Cons

• Limited customizability 
• Outdated survey templates
• Complex reporting

Pricing

Request a demo with Qualtric’s team to establish your ideal plan. 

5. Fastuna

Need to test consumer opinions quickly? Fastuna is an automated concept testing platform with a variety of qualitative and quantitative methods to achieve actionable results. From quick DIY surveys to design and name tests, you’ll have everything you need at your fingertips for effective concept testing. 

Key Features

• Comparative results reports: See how your concepts stack up against the industry standard 
• Automated concept testing tool: Fastuna automatically generates surveys based on the concept test that you’re conducting. You don’t even need a finalized concept for this to work.
• Online panel partners: Fastuna works with reputable panel aggregators to ensure quality respondents that mimic real-life scenarios. 

Pros 

• Pre-designed questionnaires 
• Device agnostic surveys 
• Simple setup 

Cons

• Only supports the English language
• Respondents can only evaluate one idea
• No volume-based discounts

Pricing

Fastuna has a variety of plans to suit your business. Get in touch with the team to find out more. 

6. Zappi

Zappi is a market research platform that provides a comprehensive suite of tools to help businesses evaluate their ideas and strategies. Whether launching a new product or service or looking to improve your existing offerings, Zappi can help you gain valuable insights into your target market and customer preferences.

Key Features

• Analytical tools: These include clustering, factor analysis, and regression analysis, among others. 
• Live ads: Establish your live ads’ effectiveness and optimize them to reach your campaign’s goals.
• Storylines: Produce storyboards that truly connect with your leads and plan incredible ads.

Pros

• Easy-to-use interface
• Excellent customer support
• Quick turnaround

Cons

• Lack of complete customization
• Limited reporting capabilities
• Basic tool stack

Pricing

Contact Zappi for pricing

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7. Alchemer

Alchemer is a survey tool that is perfect for concept testing. With Alchemer, you can create custom surveys and polls to get feedback from your target audience. They offer a range of analytical tools, such as sentiment analysis and text analysis, to help you make informed decisions about your business.

Key Features

• Alchemer Survey: A fast, flexible, and affordable platform for collecting feedback, analysis, and driving new outcomes. 
• Alchemer Workflow: This feedback engine builds on your survey heritage without any coding experience needed. 
• Alchemer Mobile: Why limit your survey feedback channels? Use Alchemer Mobile to reach your target market wherever they feel comfortable. 

Pros

• Responsive customer service 
• Advanced customization options
• Integration friendly

Cons

• Lacks robust reporting options
• Steep learning curve
• Occasionally glitchy platform and surveys

Pricing

Request a demo to find out more about the platform and pricing

8. Fuel Cycle

Fuel Cycle is a market research platform that can help you validate your business ideas. With Fuel Cycle, you can create custom surveys and collect feedback from your target audience. They offer a range of analytical tools, such as visualizations and dashboards, to help you analyze your results. 

Key Features

• Integrated research tools: A comprehensive suite of integrated research tools, including online surveys, discussion boards, focus groups, and communities. 
• Community management features: Fuel Cycle includes features for managing online communities, ideal for building and engaging with customer communities or other targeted groups. 
• Advanced reporting and analytics: Fuel Cycle offers robust reporting and analytics capabilities that allow you to analyze and visualize research data in real time. 

Pros

• Live chat feature
• Multiple integration options
• Various research functionalities

Cons

• Platform can be challenging to navigate
• Slow recruitment
• Limited flexibility to customize hub

Pricing

Request a demo to find out more about the platform and pricing

9. QuestionPro

QuestionPro is a flexible survey platform that can be used for concept testing. With QuestionPro, you can create custom surveys and access real-time data from various sources. They offer a range of analytical tools, such as conjoint analysis and regression analysis, to help you make informed decisions about your business.

Key Features

• Survey distribution and data collection: There are multiple options for distributing surveys and collecting responses.
• Collaboration and team management: Collaboration and team management features make it easy to collaborate with team members and stakeholders throughout the survey research process.
• Survey design and customization: QuestionPro provides a user-friendly interface allowing you to create visually appealing surveys easily. 

Pros

• Extensive multi-language support
• Autofill suggested questions feature
• Beginner survey templates

Cons

• Occasional downtime
• Limited features with basic license
• Outdated interface

Pricing

• Essentials: Free
• Advanced: $99/month
• Team Edition: Contact sales

10. SurveySparrow

SurveySparrow is a modern survey tool that can be used for concept testing to gain actionable insights. You can create custom surveys and collect feedback from your target audience. They offer a range of analytical tools, such as cross-tabulation and trend analysis, to help you analyze results.

Key features

• Conversational survey experience: One of the standout features of SurveySparrow is its conversational survey experience, which uses a chat-like interface to engage respondents. 
• Multi-Channel survey distribution: SurveySparrow allows you to distribute surveys through multiple channels, including email, web links, social media, and even SMS. 
• Advanced survey customization: SurveySparrow offers extensive customization options to tailor your surveys to your branding and requirements. You can create visually appealing surveys with custom themes, fonts, and colors to match your brand identity. 

Pros

• Mobile-first surveys
• Variety of customization options
• Polished UX and UI

Cons

• SurveySparrow branding on surveys
• Limited features on basic plan
• Prohibitive pricing structure

Pricing

• Basic: $19/month
• Business: $99/month
• Essentials: $49/month
• Enterprise: Contact sales

Validate your next campaign with the #1 concept testing platform

With access to a global audience of millions, quick survey results in days instead of weeks, triple-checked survey results presented on an intuitive data dashboard, and expert support to maximize your results, Attest is the ultimate tool to meet your concept testing needs.  

Say goodbye to unreliable data and time-consuming processes, and say hello to efficient and reliable concept testing with Attest. Sign up now and unlock the full potential of your marketing campaigns with Attest’s cutting-edge platform. Your next successful campaign starts here!

Make your next launch a success

Knowing your next campaign or product is loved by your target customers will make your life a whole lot simpler. Start gathering reliable concept testing data with Attest.

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That’s why food companies are really trying to stand out with creative branding strategies. From innovative packaging designs to unique corporate identities: here’s a bite-sized guide to food branding to draw inspiration from.

What is effective food branding?

Food branding is all about creating a unique identity for a food product or brand that sets it apart from the competition and connects with its target audience. The goal of food branding is to stand out and be memorable, all while building an emotional connection with customers. 

That’s done by building a clear brand identity, which includes the visual design, and packaging, but also the message and values a brand is trying to get across.

Great food branding makes your customers feel like your product is not just a meal, but an experience. Here are some ingredients that can make your food branding efforts more effective.

Authentic messaging

Similar to how you can taste the difference between real butter and margarine, your customers can sense when your messaging is fake or forced. By developing an authentic message that aligns with your brand’s values, like Tony’s Chocolonely’s mission to eradicate slavery in the chocolate industry, you can establish trust and loyalty with your customers.

Effective language

It’s not just what’s in the packaging that counts—what you say on the packaging or in your ads is the first taste people will get from your product. So stay away from bland, forgettable language. 

Take Innocent Smoothies, for example—their playful tone of voice is so infectious that you can’t help but smile when you read their packaging.

Strong visual identity

Feed those hungry eyes with a rich and recognizable visual identity. With bold colors and a consistent style, your potential customers can easily spot you in the supermarket and won’t even look at all the other options out there (fingers crossed). 

Torani is a great example of a brand that religiously sticks to its image with bold and colorful branding, and therefore boosts its brand awareness significantly.

Clear understanding of target audience

Knowing your target audience is like knowing the secret ingredient to a recipe. And Lucky Saint doesn’t just craft beer, it crafts a strong message that resonates with consumers. 

As a non-alcoholic beer brand, they know that their audience is health-conscious and still wants to enjoy the taste of beer. So they’ve created a beer that’s all about what the consumer wants, and they’re winning over beer drinkers with it. 

Unique product positioning

Positioning your product in a unique and compelling way to make your brand the main course instead of just another side dish. Beyond Meat positions itself as a meat alternative that still offers the taste and texture of real meat, attracting vegans and meat-lovers alike.

Memorable packaging

You may have read Coca-Cola’s bottle design brief from 1915: ‘A bottle so distinct that it could be recognized by touch in the dark or when lying broken on the ground.’ While the idea of that may sound intense to product designers (or anyone who’s ever received a creative brief), they did create a memorable bottle—that many people will recognize just by touch.

If you’re looking for insights into your food packaging, creative testing is the perfect way to find out what your target customer think.

Why is food branding important?

You want to build a food brand that stands out from the rest, but fits right into what consumers want. That’s why food branding is such an important discipline, because you have to consider the following:

• Differentiation: In the food industry, there are a lot (a LOT) of options available to customers. Before they get to taste your product, you’ll have to win them over with branding—you have to make a good first impression.
• Trust: When it comes to food products, people want to feel confident that they’re making a safe and healthy choice. This is where food branding plays a considerable role.
• Loyalty: We all have our go-to brands for snacks and sodas. We’re creatures of habit, and that can be good news for food brands. By creating a connection with your customers through your brand, you can foster long-term loyalty and continued success.
• Revenue: Let’s be real—you’re running a business. Maybe more than other industries, food brands rely on their branding strategies to get customers to buy them.

To thrive despite these challenges, here are some key factors to consider when cooking up your branding strategies:

• Competitors: In order to differentiate your brand, you need to understand what you’re up against. Make sure you get to know your competitors and know how your target audience perceives them.
• Target audience: Who are you trying to sell to? What do they base their decisions on? Where do they shop? There’s plenty to learn about your target market.
• Sustainability: With increasing concern about the impact of food production on the environment, sustainability is becoming a key factor in food branding. Consider if and how you will incorporate this into your branding strategy and corporate identity.
• Consumer trends: From pumpkin-spiced everything to no-alcohol wine—food follows trends. Keep up with consumer trends and incorporate them into your branding strategy.
• Health considerations: Health is a top concern for many consumers, so consider how you can position your brand as a healthy choice—or at least one that’s clear and honest about ingredients and nutritional value.

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Fundamentals of a food brand identity

The identity of your food brand is the foundation of your overall branding strategy. The visual and aesthetic representation of your brand is what helps consumers recognize and connect with your products.

Here are some fundamental elements to consider when building your brand identity:

Brand colors: Think of how many food and beverage brands have gone with the color red—that isn’t a coincidence. Your color palette is a key part of your brand identity, and colors evoke emotions and values. Choose yours wisely (i.e. test colors with target consumers).

Typography: Quirky, creative, classic or chic… the fonts and typography you pick for the materials of your brand help communicate your brand’s personality and tone. Have set fonts for headings, subheadings, and body text to create a cohesive look and feel.

Logo design: Logos still matter! It’s the crown piece of your branding, so create and tweak it with care. Make sure it’s visually appealing, easy to read and memorable. And try it out in different settings.

Packaging: Your packaging is more than just functional. Think about Coca-Cola. It reflects your brand’s personality, and communicates important information about your product. Don’t be afraid to make bold choices here, and try to be consistent.

Photography and imagery: Food photography and video ads are a great way to bring your brand and ideas to life. Depict your target audience, the settings your products fit in best and try to get the taste across with lively and unique visuals. Hint: most consumers are allergic to stock images.

How to create a food brand (with real-world examples)

To the food branding kitchen! Here’s how you cook up a spicy food brand that people will eat up.

1. Conduct market research

First, find out what you’re dealing with here: your consumers, your competitors, trends and regulations, and everything else you can learn from your market.

Example: Big Prawn Co

With concerns about the depletion of fish stocks, Big Prawn Co was determined to find an alternative that would not only secure the future of their company but also the future of the oceans. 

That’s when they started their fun fish-free fingers and burgers NPD project, using consumer research with Attest to shape their new delicious products every step of the way.

They found that there was a strong demand for green, plant-based alternatives from retired people, not just the younger age groups who are often associated with plant-based eating.

Using their findings, Big Prawn Co successfully secured a spot at Waitrose, using the survey data as a key element in their initial sales pitch. They were also able to enhance live sampling sessions with consumer data, which helped to swing decisions and led to more successful launches. Read the full case study.

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2. Find your brand positioning

Based on your market research, you’ll be able to determine what position in the market you could take on successfully. Your positioning will entail everything from your pricing tactics to what channels you use and what consumers you aim for.

Example: MOMA

MOMA, pioneers of oatmeal and oat milk, were gearing up to launch a colossal ‘above the line’ advertising campaign for their much-awaited Barista edition oat milk. 

The campaign concept centered around MOMA’s new brand positioning as ‘the craft oat company‘ and was designed to reach people across multiple touchpoints including connected TV, outdoor, in-store and social media.

To gauge the effectiveness of the campaign and validate their investments, MOMA executed a pre- and post-campaign brand tracking study with Attest to assess the impact of their messaging.

MOMA’s marketing team delivered a data-driven presentation of their campaign tracking results to their internal stakeholders. The teams analyzed the data alongside their media and creative agencies to uncover valuable insights, allowing them to fine-tune their marketing approach for future campaigns.

Inspired? Create your own survey with these brand survey questions.

3. Develop your brand story

No matter how big or small, make sure you develop a brand story, so consumers have something they can potentially connect with.

Example: Tony’s Chocoloney

Tony’s Chocoloney is a brand that has a strong message of sustainability, nature and ethical practices at the heart of its branding. The chocolate company is dedicated to producing high-quality chocolate while being environmentally friendly and fair to its producers.

Their corporate identity is to be one of the good guys, which becomes clear on their packaging design, website and socials, but also in their actual product: all bars are unequally divided to represent inequality in the chocolate industry. 

4. Design your visual identity and brand voice

Based on your story, who you want to attract and what everyone else is doing in the market, you’ll be able to craft your visual identity. This will inform everything from packaging design to your logo to your website.

To make your visual identity even stronger, make sure you find the right brand voice. Whether it’s for a fast-food chain, a snack brand or a gourmet restaurant, the right tone and messaging can help you to differentiate from your competitors and create an emotional connection with customers. 

Looking for visual inspiration? Check out these creative food packaging examples.

7. Establish your (online) presence

Make sure people can find you. Find the right channels and the appropriate message for each channel. From your website to your social media profiles, all the way to PR and working with influencers: make sure your foundation is solid and fits your target audience’s habits.

Example: Little Moons

Little Moons, a Japanese ice cream brand, went viral on TikTok, resulting in a tenfold increase in sales. However, the company faced the challenge of sustaining this growth for the long term.

Although the company’s social media following consisted mostly of late teens and early 20s women, through Attest they found that consumers driving the most volume in premium ice cream were affluent 30+ year olds with the disposable income to purchase Little Moons.

Little Moons realized that to achieve their desired business outcomes, they needed to make their brand story accessible to people who weren’t on TikTok, targeting older and wealthier shoppers. 

They focused on pitching press coverage of their TikTok success, believing that if they could get it into mainstream media outlets, it would become part of the cultural conversation.

8. Develop your distribution strategy

How you package your products and where you sell them is a big part of your brand, so don’t forget to include your distribution strategy in your food branding project. It’s also important to establish relationships with suppliers and distributors who can help reach new markets and expand the brand’s reach. Market research helps you do that.

Example: Premier Foods

Premier Foods, the company behind iconic food brands such as Mr Kipling, Sharwoods, Bisto and Paxo, has maintained its position as a favorite supplier for retail partners by perfecting their distribution strategy. 

Though well-known brand names play a significant role, strengthening their relationships with retailer partners requires much more.

Premier Foods conducted two surveys, one that questioned the retailers’ specific shoppers and the second that questioned total market shoppers. The respondents answered questions about their dietary profiles and shopping habits, including where they buy products, how they find out about new products, and which categories and brands are big for plant-based meals. 

Their insights from Attest came back quickly, with just two weeks between launching the survey and presenting the results to their retailer.

9. Launch your ads and promote your brand

It’s time to serve your brand to the world. Based on everything you’ve done before, you should have a solid base for launching captivating campaigns. Whether it’s for an entirely new branding or for a new product—or you just want to get back into the spotlight, make sure your advertising efforts stay true to your brand’s identity.

Example: Lucky Saint

Lucky Saint, the UK’s first official beer of Dry January, had big plans to launch their most extensive advertising campaign to date. The stakes were high as the campaign aimed to raise brand awareness among new audiences, and January is a big month for alcohol-free brands. Lucky Saint didn’t want to really on hope, so instead they opted for a rigorous testing process involving four different versions of their proposed ad to ensure maximum effectiveness.

Lucky Saint’s marketing team was able to heavily weight the campaign towards the best-performing ads and fine-tune their strategy for maximum impact. Their Dry January 2023 campaign was its most successful to date, reaching over ten million people through out-of-home advertising and other activities. Lucky Saint was also the number one alcohol-free beer poured on tap in over 600 pubs, a testament to the effectiveness of the brand’s marketing strategy.

Want to launch your own survey? Draw inspiration from these food product survey questions.

8. Keep track of brand metrics

Food branding pays off, which means there are metrics you can track. From brand recognition to brand awareness campaigns, make sure to measure regularly to see how you can improve.

Example: The Vegan Society

The Vegan Society’s success story highlights the importance of brand tracking and keeping track of brand metrics. By conducting a brand awareness study through Attest, they were able to demonstrate to interested brands just how much consumers value their Vegan Trademark scheme. 

This research helped them gain consumer insights on brand awareness of their trademark, and they found that their Vegan Trademark was the most trusted and recognized vegan certification logo.

The impact of the research was significant, with the Vegan Society increasing their product registrations by nearly 9,000 products since the initial survey was carried out.

Food branding tips

As the last course, here are some food branding best practices to keep in mind.

Tell a story

There’s a reason so many recipes start with lengthy tales about grandparents or travel experiences. People love a good story, especially when it comes to food. Share the history and inspiration behind your brand, as well as any unique or interesting production processes.

Focus on sustainability and honesty

Consumers are becoming increasingly eco-conscious, so consider how your brand can promote sustainability through packaging, ingredient sourcing, and production methods. Make sure this matches your corporate identity and isn’t just a marketing tactic.

Use social media influencers

Influencers can be a powerful tool in food branding, as they can help to increase brand awareness and reach new audiences. Beyond Meat went with Kim Kardashian as their Chief Taste Consultant, but you don’t have to have a million-dollar budget: micro-influencers in the food scene can be just as, if not more, effective—their audiences are often more focused on a specific niche.

Put taste first

Even though the first impression people usually get is from your packaging, you should still focus on taste.

Hosting events and tastings is a great way to introduce your brand to potential customers and build brand loyalty with existing ones. Consider partnering with local businesses or charities to create a community-focused event. Organize tastings in supermarkets or city centers.

Don’t forget about the customer experience

It’s not just about the product and branding, but the entire experience of purchasing and consuming it. Can you turn your business into a subscription service? Can you use more distribution channels? Can your packaging design fit better into fridges, shopping carts or cupholders? Can you offer additional services, such as recipes or cooking classes? Build a brand that goes beyond a product!

Build a food brand customers love

If you want to find out if your food branding resonates with your customers, or how you could do better, use our creative testing template. Measure over time to build a resilient brand that customers will grow loyal to.

Discover your winning branding

By testing your creative with target customers, you’ll find out which food branding will sell before you launch—saving you costly failures. Get fast, reliable consumer insights with Attest.

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