Menu   +49 40 413 49 710

happybrush uses Appinio to validate the entire product development cycle with consumer feedback

Client

happybrush GmbH

Industry

FMCG: Tooth & Oral Care

Use case

Iterative Concept, Product and Design Testing

 

Employees

15 

The challenge

happybrush, a young brand from Germany, has made it its mission to offer contemporary, effective and affordable oral care. The company now has electric toothbrushes, toothpaste, mouthwash and accessories in its range. The products pay particular attention to technology, sustainability and design.

The successful start-up from Munich has been using Appinio since 2016 to validate its entire product development cycle with consumer feedback - from testing new product ideas to detailed product tests and packaging design tests.


Below, we present three case studies of happybrush using Appinio's market research platform.


Case 1: Product test toothpaste varieties

Using an online survey, happybrush investigated which new flavours of toothpaste consumers find appealing in order to expand its product range.


Case 2: Follow-up product test of specific toothpaste variety

happybrush tested how consumers evaluate a specific toothpaste variety and where there is still a need for optimisation.


Case 3: Design test of a sonic toothbrush

With the help of a design test, happybrush investigated which design of the newly developed Vibe 3 sonic toothbrush was best received by the target group.

The Set-Up: Case 1 Product Test Toothpaste Varieties

500 respondents

16- to 70-year-olds in Germany

10 questions

Duration: 1 h

Objective

Currently, happybrush offers four different types of toothpaste. The company attaches great importance to safe ingredients, environmental protection and quality seals. All toothpastes are vegan, gluten-free and "Made in Germany".

 

happybrush wanted to find out which new flavours consumers find appealing in order to expand its product range.

Solution

happybrush surveyed 500 Germans between the ages of 16 and 70 in a concept test. The survey participants rated different toothpaste varieties on a Likert scale with star ratings ranging from one to five (1 star = I don't like it at all, 5 stars = I like it very much). Participants were given information on the taste, ingredients and their effects. In addition, they saw pictures of the toothpaste tubes and the cardboard packaging.


In total, happybrush asked about the appeal of seven different toothpaste varieties, two of which were already available in the happybrush online store at the time of the survey in May 2019: "SuperBlack" with activated charcoal to remove discolouration and "SuperSoft" with lavender extract for pain-sensitive teeth. The other toothpaste varieties queried were product ideas.


After the individual evaluation of the toothpastes, the participants were again given a list of all the varieties and indicated which toothpaste variant appealed to them most.


For a better target group analysis, the participants were asked at the end of the survey to indicate the importance of general criteria for toothpaste such as whitening effect or sustainability in packaging. ("How do you rate the importance of the following criteria in toothpaste?") The scale was also on a five-point scale, from "very unimportant" to "very important". With the help of this question, happybrush was able to find out which features they need to emphasize in product communication.

Results

The survey with Appinio showed happybrush that, for example, certain sales arguments were more important to consumers than the ingredients when evaluating the product. This provided important information for later marketing communication.

 

By asking consumers open-ended questions, happybrush gained detailed insights on how to optimise the product. For example, the survey participants noted that the effect of the ingredients should be better explained.

 

When it came to the name question, two out of three suggestions received more than 40 percent approval so that one name idea could be ruled out. Based on consumer opinions, happybrush is further optimising the toothpaste variety and preparing the product launch.

Symbolic image of happybrush toothpaste

happybrush_zahnpasta_mood

The Set-Up: Case 3 Design Test Sonic Toothbrush

500 respondents

16- to over 55-year-olds in Germany

11 Questions

Duration: 1h

Objective

In a survey with Appinio, happybrush had already tested a new idea for a toothpaste variety (see Case Study 1). In this survey, the participants had rated seven different toothpaste varieties on a scale from 1 to 5. For one of the flavours, happybrush wanted to find out in detail what consumers think of this toothpaste variety and where there is still room for improvement.

 

The aim of the survey was to get consumer opinions on individual ingredients and sales arguments of the toothpaste variety. happybrush was also interested in what product improvements the target group would suggest to increase the likelihood of purchase. In addition, a name test was carried out.

Solution

Appinio surveyed 500 men and women between the ages of 16 and 80 from Germany for happybrush. The questionnaire contained a total of 11 questions.


To start with, the question from the previous concept test was repeated: "What do you think of our new toothpaste?" together with the name, ingredients, mode of action and packaging. Participants first rated the product on a star scale from 1 star (not appealing at all) to 5 stars (very appealing). Then they successively rated the ingredients, sales arguments and packaging, also on a five-star scale.


To gather even more feedback, the questionnaire included a free-text question about what respondents would improve to make the product more appealing to them.
In addition, happybrush asked for three different names for the product in an initial name test and had participants vote on which toothpaste flavour they would favour out of five flavours.

 

Furthermore, the participants were asked about the topic of sustainable tube material.

Results

The survey with Appinio showed happybrush that, for example, certain sales arguments were more important to consumers than the ingredients when evaluating the product. This provided important information for later marketing communication.


By asking consumers open-ended questions, happybrush gained detailed insights on how to optimise the product. For example, the survey participants noted that the effect of the ingredients should be better explained.


When it came to the name question, two out of three suggestions received more than 40 percent approval, so that one name idea could be ruled out.

Based on consumer opinions, happybrush is further optimising the toothpaste variety and preparing the product launch.

Symbolic image of happybrush toothpaste

  Happybrush_zahnpasta_Supercoco_packaging

The Set-Up: Case 3 Design Test Sonic Toothbrush

500 respondents

16- to over 55-year-olds in Germany

11 questions

Duration: 1 h

Objective

With the help of a design test, happybrush wanted to find out which design of the newly developed Vibe 3 sonic toothbrush would be best received by the target group.

Solutions

Via Appinio, happybrush asked 500 women and men between 16 and 55+ years about five different toothbrush designs.


The test was conducted semi-monadically, meaning that all designs were queried within one survey. Survey participants rated the toothbrushes on a Likert scale with star ratings ranging from one to five (1 star = I don't like at all, 5 stars = I like very much). The task was to rate four black toothbrushes with different patterns of mint green triangles and squares on the shaft, as well as a design proposal in grey with black lines.


After the survey was created, it was reviewed by market researchers at Appinio and sent out into the field just a few minutes later. From then on, happybrush could follow the results live via the Appinio dashboard. The survey was completed within an hour and could then be evaluated by happybrush via the analysis functions in the dashboard.

Solution

A clear winning design emerged from the survey. The target group preferred the black sonic toothbrush with mint green triangles. 53 percent rated the design with four or five stars. Based on the consumer opinion, happybrush decided to implement the design.
Since January 2019, the Vibe 3 sonic toothbrush is available in the happybrush online shop and at selected retail partners.

The winning design of the sonic toothbrush Vibe 3

  happybrush_Image3_V3_black

For us, Appinio is a valuable and fast tool to get customer feedback on new product ideas. Thanks to the many setting options, creative concepts can be queried in any form. And with the dashboard, we can gain accurate target group-specific insights to develop better products.

Stefan Walter, CEO

happybrush_Schriftzug mint (1)


You might also be interested in the following case studies

Show all case studies
  • Trendanalyse
  • Fashion

Datengetriebenes Storytelling. Für einen Trend-Report befragte Stylight Konsumentinnen über Appinio.

Mehr erfahren

  • Werbeplakat-Test
  • Consumer Goods

Produktwerbung muss von der Zielgruppe verstanden werden. So nutzt Jägermeister Appinio für schnelle Design-Test von Key-Visuals.

Mehr erfahren

  • Verpackungsdesigntest
  • Lebensmittel

Mit Hilfe von Appinio konnte Bonduelle durch Umfragen unter der eigenen Zielgruppe die optimale Verpackung für seine Produkte identifizieren.

Mehr erfahren

  • Werbeplanung
  • Influencer

fischerAppelt hat mithilfe von Appinio untersucht, wie Marken mit Influencer-Marketing am effizientesten hohe Aufmerksamkeit erzielen können.

Mehr erfahren

  • Werbeplanung
  • Kampagnenplanung

Durch Marktforschungsumfragen mit Appinio konnte thjnk die Effizienz von Werbekampagnen unter Digital Natives erhöhen.

Mehr erfahren

  • Konzepttest
  • E-Commerce

Gemeinsam mit Appinio hat About You untersucht, ob die Zielgruppe weiß, was den Online-Shop von der Konkurrenz abhebt.

Mehr erfahren

  • Kampagnen-Tracking
  • Influencer

Deutschlands größte Influencer Marketing Agentur trackt Influencer-Kampagnen auf Instagram mit Appinio.

Mehr erfahren

  • Trendanalyse
  • Fashion

Datengetriebenes Storytelling. Für einen Trend-Report befragte Stylight Konsumentinnen über Appinio.

  • Werbeplakat-Test
  • Consumer Goods

Produktwerbung muss von der Zielgruppe verstanden werden. So nutzt Jägermeister Appinio für schnelle Design-Test von Key-Visuals.

  • Verpackungsdesigntest
  • Lebensmittel

Mit Hilfe von Appinio konnte Bonduelle durch Umfragen unter der eigenen Zielgruppe die optimale Verpackung für seine Produkte identifizieren.

  • Werbeplanung
  • Influencer

fischerAppelt hat mithilfe von Appinio untersucht, wie Marken mit Influencer-Marketing am effizientesten hohe Aufmerksamkeit erzielen können.

  • Werbeplanung
  • Kampagnenplanung

Durch Marktforschungsumfragen mit Appinio konnte thjnk die Effizienz von Werbekampagnen unter Digital Natives erhöhen.

  • Konzepttest
  • E-Commerce

Gemeinsam mit Appinio hat About You untersucht, ob die Zielgruppe weiß, was den Online-Shop von der Konkurrenz abhebt.

  • Kampagnen-Tracking
  • Influencer

Deutschlands größte Influencer Marketing Agentur trackt Influencer-Kampagnen auf Instagram mit Appinio.