Company - Alive Ferments
Task at hand
Conduct a comprehensive marketing research project to help the client answer a marketing problem.
Project will draw on a review of current consumer
and market trends, in-depth interviews, and a survey to provide insights and recommendations related to the key research questions.
More on Alive Ferments
Alive Ferments is a company based in San Diego, California, that specializes in producing fermented food products. They focus on creating healthful and flavorful offerings that leverage the natural benefits of fermentation to enhance both taste and nutritional value. Their product line likely includes items such as kombucha, sauerkraut, kimchi, and other fermented vegetables and beverages, aimed at promoting gut health and overall wellness.
How we tackled this project
Step 1 - Exploratory Research
Step 2 - Descriptive Research
Step 3 - Data Analysis and Results
Research Design
We used qualitative exploratory research to gather anecdotal evidence and develop initial understanding of consumer motivations
The method provided flexibility and allowed us to pivot our decision problem as needed
Exploratory Research Process
Primary Data Sources
Older demographic >50 yrs, who care about gut health
Younger demographic 20s-30s, who care about sustainability
Korean Internationals 20-40 yrs, heavy fermented food users
Mixed demographic 20-30 yrs,
no prior fermented food experience
Primary Data Collection Method
We used in-depth interviews over other methods like conducting focus groups or ethnographic observation (less time commitment, snowballing of ideas, or groupthink)
Individualized method allowed us to attain very personal, candid data with a deep depth of insights
Summary of Key Insights From In-Depth Interviews
Key Product Attributes To Highlight - Strong consensus around concern for processed food and desire for preservative-free food Detailed nutritional information like “50x more iron than non-fermented alternatives!” was desired on labeling, along with highlighting health benefits of ingredients On industry terms, all groups liked being as straightforward as possible by sticking to using “fermented”. All had generally positive connotations for the term “probiotic”, but felt that the term “cultured” was confusing.
Distribution Channel Impacts - Split across younger and older demographics: older groups firmly agreed that online shopping is less preferred than in person shopping while younger groups felt the opposite.
Best Educational Methods - Unanimous trust of word of mouth over social media. Gen Z group preferred online demos over in-person demos.
Sustainability of Packaging - Gen Z group felt more minimalistic and transparent packaging would be more appealing, and that highlighting sustainability was important.
Descriptive Research
Research Design
We used quantitative descriptive research to validate our hypotheses gathered from the trends and perspectives from our interviews (exploratory research)
This approach allowed for the structured gathering and statistical testing of data from a larger sample size, allowing us to extrapolate to Alive Ferments’ target population
Survey Design
Extremely high degree of structure: fixed scale questions as opposed to open ended questions (mostly 5-point scale questions and a couple ranking questions)
Screener questions → hypotheses-related questions → demographic questions
Survey Method of Administration
Online surveys were selected for data collection to reach a broader audience base
Method ensured standardized data collection: less user error, more anonymity, and more consistency (compared to phone calls or in-person surveying)
Survey Sample: Respondent Statistics
Survey Characteristics
Screening criteria: based in the U.S., primary language is English, age is between 18-80
300 Respondents
72% identified as White or Caucasian
Female 58% : Male 36%
Majority (36%) were ages 25-34
Followed by 25% were ages 35-44
Data Analysis and Results
Preservative Free: Ranked #1 Health Benefit of Fermented Food
In Person Demo: More Influential than Online Testimonial
Importance of Nutritional Information Linked to Increased Online Shopping
Probiotics: The Preferred Consumer Choice for Fermented Food Labeling
Recommendations
Develop Marketing Claims Based on Key Product Attributes: - Create innovative marketing claims based on nutritional information, i.e. “50% more Iron than a non-fermented alternative” .Design updated labels with captivating slogans or taglines.
Distribute and Test Labeling Updates:
Add nutritional information and preservative-free messaging to the product packaging, website, in-store displays, and any marketing promotional materials.
Conduct A/B testing on the website with different label image versions to identify best performing language.
Conduct SEO and Paid-Search Optimization:
Add the "Probiotic" keyword on the website for blogs, product pages, meta descriptions etc.,
Use the keyword “Probiotic” in Google Search and Display Ads
Diversify the In-store Interactive Demo:
Consider creative methods for more interactive demos, Host cooking workshops to provide hands-on experiences and educate customers in cooking with fermented foods
Partner with local health and wellness experts/influencers to conduct educational seminars or cooking classes focused on fermented foods' health benefits
Promote Sustainability Online:
Conduct Gen Z focused marketing campaigns on sustainability aspects of Alive Ferments via social media & enhance the sustainability advantages of the product online on the website
Conclusions
Key Product Attributes To Highlight - Detailed nutritional information, preservative-free messaging, and terms like “probiotic” are important for package labeling. Detailed nutritional information in particular significantly influences consumer purchasing behavior for fermented foods.
Distribution Channel Impacts - Online purchasing likelihood increases when detailed nutritional information is present.
Best Educational Methods - In-Person Demos are more influential than Online Video Testimonials.
Sustainability of Packaging - While sustainability of packaging may not be a primary concern for all consumers, online purchasers are more inclined to consider it.
