Case Study: Nexba
Understand who’s buying and what are they using it for.
“I was impressed that Unocart was able to collect and present the results in such short period of time. The insights from the surveys were interesting and helpful, will certainly prepare us for future range reviews, helping us and the retailers make better data driven decisions.”
Tia, Head of Marketing, Nexba
Nexba is an Australian business started by Drew and Troy, known as the Aussie Boys. It was founded in 2010 to offer people healthier drink alternatives. In July 2016 Nexba partnered with Coles and took a step further to reinvent soft drinks. Nexba’s mission is to be the fastest growing global naturally, sugar free brand. The vision is to transform lives by being the naturally brave brand, delivering naturally sugar free product innovation.
Nexba wanted to be on the front foot in securing long term shelf space and sought to leverage consumer insights to drive improved decision making and ranging discussions. They run a survey via Unocart to profile sparkling water buyers and soft drinker buyers, identify primary purchase motivators and prominent attitudes in the category.
Insights for Nexba consumer data in the “healthy, sugar free fizzy drink” category available for purchase was limited. This meant that Nexba had to make a series of assumptions driving sales, marketing and NPD which needed validation and limited means to collect useful data.
We first worked with the marketing team at Nexba to understand the research objectives and designed the survey questions in a way to capture the most unbiased & clear results .
We then deployed the survey to Nexba, soft drink & sparkling water buyers across Australia via the Unocart mobile app.
Using a combination of GPS tracking, qualifying questions and purchase history via receipt upload, we were able to ensure the survey was highly targeted to only people who have bought fizzy drinks and Nexba within the last 30 days.
Once we’ve reached sufficient sample size, we then balanced and weighted the results against Australia ABS data to ensure the data is a true representation of the current Australian population.
Assessed, validated and re-baselined long standing business assumptions, i.e. should the brand target soft drink buyers or else?
Used consumer advocacy and purchase motivation insights to formulate productive range review discussions with retailers.
We were able to identify a few issues holding back purchases, such as products not available on shelves or price.
1 week for the preparation of the survey questions
The survey commenced on 26 December 2019 and closed on 1 February 2019 (37 days), having conducted surveys across weekday and weekend daytime and evenings.
445 respondents participated in the survey.
Understand consumer profiling to formulate marketing strategy and media mix.
Apply consumer attitude data to build a compelling sales story to retailers.
Use insights to demonstrate category thought leadership with internal and external stakeholders.
Understand consumer advocacy for the brand.