The importance of sample quality in CPG market research

Consumer preferences, needs and expectations are constantly shifting. Consumer packaged goods (CPG) market research can help brands navigate this dynamic environment, providing the insights needed to make informed decisions. But those insights are only as good as the quality of the sample they are based on. Let's delve into what CPG market research entails and why sample methods are a crucial component of research insights. 

What is CPG market research?

CPG market research refers to the process of gathering and analyzing data provided by consumers related to products and/or brands. These products include food, beverages, household items, personal care products and other consumables found in grocery stores and mass retailers. The customary objective of market research is to uncover insights into consumer behavior, preferences, habits and practices and trends.     This research helps CPG companies understand things such as target markets, new opportunities for product development or line extensions, price and promotional strategy optimization, product positioning and packaging optimization.  By optimizing the quality of this research, CPG companies can stay ahead of evolving consumer demands, adapt to changing market dynamics and maintain a competitive edge. 

Why sampling techniques matter

Consumer surveys are an important part of market research because they provide direct insights into consumer preferences, behaviors and attitudes towards brands and products. Achieving a high-quality sample is the critical first step in any survey research. Without an accurate sample, the findings will be inaccurate and poor business decisions are inevitable.    In fact, a study conducted by 84.51° that compared self-claimed with behaviorally-confirmed sampling techniques found significant risks in utilizing survey research that depends on participants' memories of past behaviors.      Self-claimed survey respondents are recruited for research based on their own self-reported purchases, behaviors or preferences. Behaviorally-verified respondents are recruited based on actual purchase behavior from loyalty card or other transaction data to verify they qualify for the research.    The study uncovered significant issues with self-claimed sampling methods. For instance, it was discovered that 60% of self-claimed respondents were misclassified into the wrong buyer groups and a striking 75% had not actually made any purchases in the categories they claimed to purchase.    In contrast, behaviorally-verified respondents are confirmed to have actually purchased relevant categories and/or brands or displayed specific behaviors in a category. This avoids relying on respondents to accurately remember nuanced data such as units purchased, dollars spent or categories purchased in a specific timeframe.     In addition, across study types, from concept testing to ad measurement to brand attitudes and loyalty, key metrics were elevated by double digits when comparing self-claimed respondents to behaviorally-verified respondents.  This includes some of the most important metrics that drive business decisions such as purchase intent for a new product, behavior change post ad exposure and Net Promoter Score (NPS) for a brand or service. 

How to ensure sample quality in CPG market research

There are several steps companies can take to ensure their research surveys include the right consumers. Here are some best practices: 

1. Ask for comprehensive descriptions of quality control measures: When seeking proposals from research panel providers, emphasize the importance of a thorough breakdown of their quality assurance processes. This should cover their recruitment tactics for panelists, the methods they use to authenticate respondent identities and their approaches to maintaining data integrity. By understanding the quality of the participants, you can make a well-informed choice when selecting a provider.   

2. Cross-check respondent data: To guarantee the relevance and precision of your survey data, it's essential to validate the information provided by respondents. Cross-reference their responses with transaction records or other behavioral data to ensure they are genuine customers whose feedback accurately represents their engagement with the category, brand or product.   

3. Thoroughly examine self-claimed research results: When relying on self-claimed sampling, scrutinize the findings carefully. Watch out for any suspiciously high metrics or responses that don't make sense, as these may signal that the data could be compromised or inauthentic. Early detection of such issues can significantly enhance the quality of your data, leading to more dependable business decisions.   

4. Assess the effectiveness of survey quality controls: In an era where AI can mimic human responses in surveys, it's vital to critically assess any claimed quality safeguards. Inquire about the latest innovative measures providers have adopted to maintain high-quality respondents. These might include sophisticated algorithms to detect fake responses, machine learning to spot dishonest patterns or biometric verification to confirm respondent identities.   

5. Be proactive in ensuring high-quality survey results. While samples based on self-claimed responses are common, be cautious of the risks associated with self-claimed screening methods, which can lead to invalid participants and skewed data, ultimately resulting in poor business decisions. 

CPG market research can be an effective tool for understanding consumer behavior, preferences and trends and strategic decision-making. However, the reliability of the insights it provides is only as strong as the quality of the sample used. By prioritizing sample quality and implementing rigorous selection and validation processes, you can unlock the true potential of market research and steer your brand toward success. 

CPG market research with 84.51°

We help understand shopper motivations, attitudes and preferences by combining the power of cutting-edge research techniques with industry-leading data science. Be confident that you're talking to the right consumers with our robust behaviorally-verified sampling. This approach enables you to connect with consumers based on their actual behaviors, rather than what they recall when answering screening questions, allowing for accurate data and insights you can depend on.

Connect with us to learn more.