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

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.

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.

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.