The DIY platform challenge: How nutpods is prioritizing research quality

Picture this: you're launching a new product and decide to survey shoppers of the category. You conduct a survey and quickly action on the results but find that your decisions aren't translating as the survey showed. Why are the results so inaccurate? Were your respondents who you thought they were?

To explore the impacts of sample quality on research outcomes, 84.51° and nutpods, a leading maker of dairy-free creamers, conducted an experiment comparing the same survey with two samples: one survey utilized behaviorally verified respondents and the other utilized self-claimed respondents, yielding key insights.

Data quality: a growing dilemma

Brands aspire to survey qualified respondents who meet their criteria, whether that be shopping their category or brand. However, this is becoming an increasingly challenging endeavor. Sample quality and data quality are closely connected. A low-quality sample that includes bots or respondents who aren't who they are they are, harms the accuracy and integrity of the data.

Ensuring the accuracy and reliability of survey data is essential for making the right business decisions.

The DIY platform challenge

To study the impacts of sample quality on research outcomes, nutpods and 84.51° collaborated on an experiment that entailed fielding the same study in two different self-service platforms: 84.51° In-Queries and a well-known traditional DIY platform.

We developed a questionnaire centered around these key business questions:

What are consumer plant-based milk, creamer and coffee usage and perceptions?

What claims impact purchase interest for plant-based coffee creamers?

What are the top claims and what impact do they have on purchase intention for nutpods?

Survey respondents were screened for individuals who had consumed milk and coffee within the past three months. The traditional DIY platform qualified survey respondents based on self-claimed screener questions. In contrast, 84.51° In-Queries behaviorally verified respondents qualified based on transaction data from the Kroger Plus loyalty program and double verified their eligibility through traditional screening questions.

The data from these studies was analyzed by comparing the recommendations and responses from the two sampling methods.

Download the infographic to see the results.