Research venture supplies packaging feedback

A new product testing platform for FMCG companies has been launched by a market research provider.

The POP UP Shopper Community, an initiative of PLAY, is a syndicated in-home platform which enables manufacturers to access shopper feedback about their supermarket products through consumer surveys.

Consumers are encouraged to sign up to offer their feedback on ranges, then carefully profiled to find out how frequently they buy from different categories.

They are then asked for feedback on a product-testing parcel that's delivered to them.

“We ensure all concept and product key performance indicators are covered, and detailed questionnaires collect feedback on the idea, the packaging, and the product itself,” PLAY stated.

“You can choose to test a single product or make a direct comparison of products in the same category.”

PLAY guarantees at least 100 shoppers will evaluate each product, recruiting a mix of heavy, medium and light category users for each product evaluation.

The company then provides the manufacturer, supplier or retailer a a report which includes a short summary of the product's strengths and weaknesses, as well as a detailed evaluation of the shopper feedback.