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BIA-Brukerstyrt innovasjonsarena

LAUNCH: Data-driven insights to boost the success rate and lifetime of retail food and beverage products

Alternative title: LAUNCH: Data-drevet innsikt for å øke suksessraten og forlenge livssyklusen til matprodukter og drikke solgt til konsumenter

Awarded: NOK 5.8 mill.

Project Number:

332316

Project Period:

2022 - 2024

Funding received from:

Organisation:

Subject Fields:

Foodback is launching an innovation effort to explore a set of novel methods to collect, monitor and analyze feedback to improve retail F&B product launches and developments. By using physical products to include an invitation to provide feedback, and applying a scientific approach both to consumer buying behavior and data science, the project will develop a software solution to radically improve both the quantity and quality of feedback used for NPD compared to existing state-of-the-art processes and data collection solutions. A main challenge in this project will be to identify specific enough questions to give useful information that at the same time can be used on a wide range of retail F&B products. Striking the right balance to achieve both a high quantity and high quality of the feedback is instrumental - as getting a lot of “thumbs up” or “thumbs down” is relatively easy - but not particularly informative. Furthermore, the project is addressing multiple challenges to transform subjective experiences into actionable data - and plays into the main drivers of the $bn 73 market research industry; speed, cost, quality and sustainability. Foodback is the natural project owner and administratively responsible with also the largest incentives tied to a successful outcome. The project plan has been matured together with the large industry partner Orkla to include end-user perspectives and requirements, operational insight, and an ability to validate the offering. UiS ensures a multi-professional and scientific approach by mobilizing both NHS and DSGroup, as well as quality assurance of the project's deliverables.

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The success rate for new product launches in the retail food and beverage (F&B) business is only around 10%. In Norway only, there are some 2,000 new F&B products launched every year, meaning that there is a significant waste of development and marketing efforts, as well as unnecessary carbon footprint. This is often blamed on poor products or weak market research, but is also in part because of the intransigence of consumer shopping habits. For consumers to repeatedly buy a new product, it has to satisfy a need that is not currently met, or satisfy a need better than alternatives on the market. Even small mistakes in packaging, serving size or taste profile can make the difference between success and failure. Understanding exactly why products fail or gain traction can at times be difficult to ascertain. Getting ample, high quality and timely feedback from consumers can help manufacturers make the necessary adjustments, as well as provide learnings for future New Product Development (NPD). An increasing move towards online retail F&B shopping is also creating new dynamics that are likely to make it harder for new products to be noticed. Working to enable data-driven improvements, Foodback is on a mission to unlock insights and identify hidden business opportunities. Based on a collaboration with Q-Meieriene, the innovation project will explore a set of novel methods to collect, monitor and analyze feedback to improve retail F&B product launches and developments. Organic and healthy diets for more nutritious, low-calorie and low carbon footprint food products will be targeted in particular. By using physical products to include an invitation to provide feedback, and applying a scientific approach both to consumer buying behavior and data science, the project will develop a software solution to radically improve both the quantity and quality of feedback used for NPD compared to existing state-of-the-art processes and data collection solutions.

Funding scheme:

BIA-Brukerstyrt innovasjonsarena