Consumer Quality Experience
Consumer and product Experience
Deep dive natural consumer experience in real-time through all touchpoints of the consumer journey.
Project Background
Our global CPG client wished to evolve their approach to quality evaluation, moving from traditional quality assessments to a proactive and consumer-centric monitoring program.
Client Objectives
Specifically, they wanted to integrate an understanding of the consumer quality experience, the incidence of defects and the impact upon purchase intent. Since this was a new approach, we needed to evolve evaluation and performance tracking metrics and assess the consumer-relevance of their technical quality standards.
Our Solution
We designed an iterative consumer-centric program that evaluated experience and impact throughout the consumer journey, from point of purchase to moment of consumption. The study ran across 14 markets and in each we recruited a robust sample of real and genuine consumers who completed their journeys using the Eolas QualX Platform. Through our analysis, we developed a suite of scoring metrics and indicators, including our CQE score (Consumer Quality Experience Score) which provides a holistic performance score, aggregating touchpoint experiences and weighting impact.
Outcome
How did this service help our client?
Our client was left with an in-depth understanding consumer awareness and experience of product and packaging defects and the resulting impact upon behaviour. More importantly they stress tested the consumer relevance of the technical quality standards and identified changes to defect importance, severity and tolerance, whilst also taking action to address the root cause of defects. The program highlighted issues at shelf across a number of markets and steps were taken to rectify through retail strategy. As a result of the consistent framework of metrics and scoring, our client benefited from insights both at country and category level but also at global level.
