Case Study - Product Concept Test

Case Study - Product Concept TestTotal Respondents: 800Results Collected from 7.12.11 – 7.14.11

Research study conducted by:

Please indicate your gender.

Male Female0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

50% 50%

What is your age?

21 to 25 26 to 35 36 to 45 46 to 55 56 to 650%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

27%

37%

23%

9%4%

Which of the following ranges best describes your total annual household income, before income taxes?

$45,000 to $64,999

$65,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

37% 34%

19%

6% 5%

Have you purchased and eaten nuts (peanuts, almonds, etc) in the past month?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

100%

YES

Preferences for Flavor Themes in Survey 1

0%

5%

10%

15%

20%

25%

30%

35%

40%

16%

4%

10% 10%

8% 7% 7%5%

3%5%

7%4% 4%

6%4%

2%

5%

8%6% 5% 6%6%

4%

9%

6% 5%7%

8%

13%

8%

14% 14% 15% 14%13%

12%

8%

14% 13%11%

13%12%

13% 13%11%

14%15%

13%

19%

14%

20%18%

12%

16% 16% 15%

19%

39%

15%17%

21%20%

16%

1 2 3 4 5 6 7 8 9 1 = Will definitely NOT purchase9 = Will definitely purchase

Theme 1 Theme 2 Theme 3 Theme 4 Theme 5 Theme 6 Theme 7

Preferences for Flavor Themes in Survey 2

0%

5%

10%

15%

20%

25%

30%

35%

40%

5%

8%9%

8% 8%

11%10%

4%5% 5% 4% 5%

4%5%

4%5%

6% 7%5% 5% 5%

7% 7% 7%8% 8% 7% 8%

14%

21%22%

17%

12%

17%

14%14% 14%

10%

13%12%

13%

9%

15% 14%

17%15% 15% 15%

12%

17%

12% 12% 12%14%

13%

10%

22%

13% 12%

17%

22%

15%

28%


Theme 8 Theme 9 Theme 10 Theme 11 Theme 12 Theme 13 Theme 14

Preferences for Flavors in Survey 1Theme: FLAVOR THEME 1

0%5%

10%15%20%25%30%35%40%45%50%

10% 11%

6%3% 5% 5%4%

8%6%5%

9%

5%

11% 12% 13%

9%11% 11%

13% 14% 14%

19%

10%

16%

26%

22%

26%


Flavor 1 Flavor 2 Flavor 3


0%5%

10%15%20%25%30%35%40%45%50%

6% 6%3%

5% 5%2%

6% 7%4%5% 5%

7%

13% 12%

8%

11%10% 9%

14%12% 13%

16% 16%

22%

26%

30%

33%

1 2 3 4 5 6 7 8 91 = Will definitely NOT purchase9 = Will definitely purchase



0%5%

10%15%20%25%30%35%40%45%50%

13% 13% 13%

3%4% 5%

7% 7% 6%6%8% 8%

12% 11% 11%12% 12%10%

14% 13% 13%17%

15% 15%

19% 18%20%




0%5%

10%15%20%25%30%35%40%45%50%

8% 7%10%

5% 4% 4%6% 7% 7%

6% 7% 7%

14% 14%17%

11% 11% 12%

16%13%

15%17%

15%13%

19%

23%

17%




0%5%

10%15%20%25%30%35%40%45%50%

7% 7%10%

3%4% 6%4% 4%

6%4%

5%7%

10% 10%

17%14%

17%

11%14% 15%

17%18% 16%14%

27%

22%

14%




0%5%

10%15%20%25%30%35%40%45%50%

5% 6% 5%5% 5% 4%4% 4% 4%6% 5% 4%

11%8%

11%11%13%

11%

17% 17% 16%18% 18% 17%

23%26%

28%




0%5%

10%15%20%25%30%35%40%45%50%

14%11% 10%

7% 6% 6%6% 6% 6%6% 7% 7%

16% 15%13%

11% 12%10%11% 11%

16%14% 15% 14%14%17%

19%




0%5%

10%15%20%25%30%35%40%45%50%

9% 7% 8%

3%6%

4%5% 6% 5%3% 4%

8%11% 11% 10%12%

10% 11%14% 15%

13%

19%

14% 16%

27% 28%26%




0%5%

10%15%20%25%30%35%40%45%50%

7% 8%

20%

4% 5%8%7%

3%

8%6% 7%

9%9%11% 10%11%

12% 12%

19%

14%11%

13%15%

11%

26% 26%

12%




0%5%

10%15%20%25%30%35%40%45%50%

12%

16%

12%

6% 7%5%

7% 8% 7%9% 9%

6%

13% 13% 13%12% 13%15%

13% 13% 14%14%

9%

13%16%

12%

16%




0%5%

10%15%20%25%30%35%40%45%50%

11%8%

13%

6% 5% 4%8%

6%7%

6% 6% 6%

12% 11%13%

12% 13%14%15% 16%

14%15%

13%12%

18%

23%

17%




0%5%

10%15%20%25%30%35%40%45%50%

10% 10% 10%

2% 4% 4%4% 3%4%

7%5% 4%

10% 10% 8%

15% 14%11%

15%12% 14%15%

17%14%

22%

27%

32%




0%5%

10%15%20%25%30%35%40%45%50%

12% 13% 12%

7%5% 5%

9% 8% 7%6% 7% 6%

12% 13%11%12%

14% 14%13% 13%16%14%

12% 12%15%

17% 18%




0%5%

10%15%20%25%30%35%40%45%50%

8%10% 9%

3% 4% 4%5% 4% 6%5% 6% 7%

13%

9% 10%11% 11% 11%12% 13%10%

14% 13% 13%

30% 31% 32%



Overall Preference Rating of Themes

1 2 3 4 5 6 7 8 9

5.62

5.64

5.67

5.68

5.73

5.75

5.85

5.96

6.02

6.07

6.08

6.11

6.35

7.13Theme 2

Theme 8

Theme 5

Theme 12

Theme 6

Theme 14

Theme 7

Theme 11

Theme 3

Theme 13

Theme 9

Theme 1

Theme 4

Theme 10

Overall Preference Rating of Top 15 Flavors

1 2 3 4 5 6 7 8 9

6.31

6.32

6.33

6.35

6.38

6.40

6.40

6.41

6.42

6.42

6.48

6.52

6.59

6.63

7.02Flavor 6

Flavor 18

Flavor 13

Flavor 17

Flavor 22

Flavor 16

Flavor 36

Flavor 5

Flavor 35

Flavor 40

Flavor 4

Flavor 1

Flavor 25

Flavor 23

Flavor 41

Overall Preference Rating of All FlavorsRanking Flavor Rating Ranking Flavor Rating

1 Flavor 6 7.02 22 Flavor 32 6.112 Flavor 18 6.63 23 Flavor 11 6.113 Flavor 13 6.59 24 Flavor 10 6.074 Flavor 17 6.52 25 Flavor 7 5.855 Flavor 22 6.48 26 Flavor 21 5.836 Flavor 36 6.42 27 Flavor 31 5.787 Flavor 16 6.42 28 Flavor 2 5.788 Flavor 5 6.41 29 Flavor 9 5.769 Flavor 35 6.40 30 Flavor 12 5.75

10 Flavor 40 6.40 31 Flavor 20 5.7011 Flavor 4 6.38 32 Flavor 15 5.6812 Flavor 1 6.35 33 Flavor 8 5.6713 Flavor 25 6.33 34 Flavor 39 5.6614 Flavor 23 6.32 35 Flavor 30 5.6515 Flavor 41 6.31 36 Flavor 33 5.5916 Flavor 26 6.30 37 Flavor 28 5.5817 Flavor 14 6.30 38 Flavor 38 5.5318 Flavor 42 6.29 39 Flavor 37 5.4719 Flavor 24 6.24 40 Flavor 19 5.3920 Flavor 34 6.19 41 Flavor 29 5.0821 Flavor 3 6.19 42 Flavor 27 4.86

olive

Which of the following best describes your current employment status? (Please select one)

Employed full-time

Employed part-time

Self-employedStudent

Retired

Homemaker

Unemployed

Prefer not to say0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

58%

14%7% 8%

2%7%

2% 2%

What is the highest level of education you have completed? (Please select one)

Some high school

High school graduate

Trade, Vocational, or Technical school

Some college

Four-year college degree

Some graduate school

Graduate school degree

Prefer not to say

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2%11%

4%

25%

37%

4%

15%

2%

Which of the following best describes your current marital status?

Single, never marriedMarried

Separated/DivorcedWidowed

Living with partner

Prefer not to say0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

40% 43%

5% 2%8%

2%

What is your ethnic background?

Black/African American Asian

Native American

Pacific Islander

White/CaucasianOther

Prefer not to say0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8%

16%

4% 3%

60%

7% 4%

Are you Hispanic or Latino?

No Yes Prefer not to say0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

78%

16%

6%

This survey was conducted online via social networks among 800 individuals. This online survey is not based on a probability

sample and therefore no estimate of theoretical sampling error can be calculated.

For more in depth survey methodology, please contact Lab42 at [email protected]

A B O U T T H I S S U R V E Y

Technology

Case Study - Product Concept Test