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Who better to ask about your products than customers who are already purchasing in the category? That is what Bayer did to better understand Walmart customer attitudes towards four of their digestive health products. While two of their brands were already well known, one was brand new to the U.S. market. Through Scintilla Customer Perception, Bayer was able to understand their position among competitors and gauge shopper interest for each item.
The results were enlightening and sometimes surprising. For example, Bayer positioned Alka-Seltzer Fizzy Melts as an on-the-go product, but customers responded that they were as likely to use it at home. When it came to MiraLAX, its orange flavor proved to be customers’ top reason for purchasing—and their top deterrent, too. This led Bayer to turn to Shopper Behavior to dig into the baskets of flavor-oriented shoppers.
Feedback around the new Iberogast products told the Bayer team they needed to amplify awareness and education about the brand. Additionally, they could benefit from expanding their survey scope beyond topics like ingredients and form factor and explore the impact of things like shelf location and usage frequency.
Read the case study to learn more about the insights Bayer gained by surveying symptom sufferers in the Walmart Customer Spark Community.
References:
Proprietary First-Party Data, Scintilla 2024.
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