Wine Case Study
The initial recruitment was to central location test in Greater London and Manchester. The project was divided into various cells and each cell did a competitive-context shelf impact quant test depending on their respective bottle (new or old, brand X or brand Y).
This only took about ten minutes and was conducted one respondent at a time so respondents could browse the shelves at their leisure.
After the shelf impact test, each respondent took home 3 test bottles (the same type of bottle as was in their shelf impact test) in a supermarket style bottle carrier with instructions plus information on a self-completion questionnaire that was completed at the end of the week. We organised for this questionnaire to be available online for the respondents.
We asked respondents not to throw away the empties as we wanted them to do a head-to-head of the two test bottles at the end of test week 2.
After a week respondents returned to the venue (in London we used our office to keep costs down for the client) and collected a second box containing their second batch of 3 bottles as per their specific test rotation. Respondents then completed another online questionnaire at the end of week 2.
In week 3, an Indiefield interviewer, with the respondent's completed online questionnaire in front of them, telephoned the respondent and probed their open-ended questions. Our client then selected enough respondents to conduct 8 mini groups.
