Research Objective

• A company needed to evaluate customer satisfaction and purchase drivers for a bread product available globally.

Scope & Methodology

• A cross-country, online survey was designed to identify purchase drivers and track weekly, monthly, and quarterly changes in satisfaction over time.
• A minimum of 300 completes were gathered per country, per wave.
• The survey identified ongoing changes in consumer opinion, consumer satisfaction, and purchase drivers among 8 countries over an extended period of time.
• In addition, a derived importance analysis was conducted to assess the strength of relationship between overall satisfaction and key driver.
• The client learned that satisfaction is most highly correlated with discounts/offers (r=0.7), product composition (r=0.5), and availability (r=0.5). They also learned that about 66% of participants are satisfied with the product, where as 10% are dissatisfied. By market, customers in France have the highest level of satisfaction at around 80%.

Value Delivered

• The client was able to understand how satisfaction related to price points, product composition, and availability. They also benchmarked product satisfaction rates and learned how countries ranked in terms of their levels of satisfaction.

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