6 Cara Melakukan Riset Konsumen dalam Bisnis Kuliner | Belajar Bisnis Kuliner

Summary

This video offers 6 effective methods for conducting consumer research in the food business, aimed at reducing the risk of making decisions based on assumptions. From product sampling and blind taste tests to influencer reviews, focus group discussions, and analyzing customer feedback, the video emphasizes the importance of data-driven decisions. Viewers are encouraged to use these techniques to ensure their new food products align with consumer preferences and market demand. The video also provides a bonus tip on using online survey tools for product innovation, ultimately helping food entrepreneurs minimize risk and make informed choices.

Takeaways

• 😀 Assumptions in culinary business decisions can lead to risks. It’s essential to rely on data-driven insights rather than guesses.
• 😀 Consumer research is not as complicated as it seems, and it’s crucial for reducing business risks and improving success.
• 😀 Product sampling involves gathering 30-50 consumers to try a new product and provide feedback on its taste and appeal.
• 😀 The 'blind test' or 'line test' allows you to compare your product with competitors without revealing which is which, to get unbiased feedback.
• 😀 Influencers can provide valuable feedback, but it’s ultimately the general consumer who determines a product’s success.
• 😀 Focus group discussions (FGD) involve gathering small groups of consumers to discuss a product's taste, appearance, and price, providing in-depth feedback.
• 😀 Loyal customers can be invited to review new products as their feedback is valuable for continuous improvement and product refinement.
• 😀 Sales review or marketplace testing can give insights into how well a product performs, but it’s riskier as initial feedback may not represent the broader audience.
• 😀 Online survey tools, like Poplite, can help gauge consumer preferences when innovating new products, ensuring you align with market demand.
• 😀 Always prioritize data in your decision-making. The insights gathered from consumer research can significantly reduce the chances of failure in the culinary business.

Q & A

Why is relying on assumptions in culinary business decisions not recommended?

Relying on assumptions in culinary business decisions is risky because assumptions are not based on verified data, and they can lead to incorrect decisions. For example, assuming that a certain packaging design will appeal to a younger generation just because it appeals to older generations can be misleading.

What is a product sampling method, and how can it help in consumer research?

A product sampling method involves giving a small group of consumers (around 30-50 people) a chance to try your product and provide feedback through a review form. It helps in gathering direct consumer insights on the product's taste, appeal, and whether they would purchase it again.

How does a line test help in product development?

A line test compares your product directly with competitors' products in an unbiased manner. Consumers taste both products without knowing which one is which and then provide feedback on which one they prefer. This helps validate the quality of your product in comparison to competitors.

What role do influencers play in consumer research for culinary businesses?

Influencers can provide valuable insights due to their experience with different food brands and trends. Their feedback on the product can help gauge market interest and effectiveness, especially when it comes to targeting specific consumer segments. However, the ultimate decision lies with the end consumers.

What is Focus Group Discussion (FGD), and how does it contribute to understanding consumer preferences?

A Focus Group Discussion involves a small group of consumers (usually 6-8 people) who try a product and discuss their thoughts. It allows businesses to gather qualitative feedback on various aspects of the product, such as taste, packaging, and pricing. It provides deeper insights into consumer preferences and helps refine the product.

How can loyal customer reviews aid in improving a product?

Loyal customer reviews can provide trusted feedback from people who are familiar with the brand. These reviews help businesses understand whether the new product aligns with customer expectations and if it has the potential to become a popular choice among regular customers.

What are the risks of launching a product without proper research?

Launching a product without proper research can be risky because it may lead to failure if the product doesn't meet consumer expectations. There could be a mismatch between the product and its intended market, and the business might face losses, especially if the product is produced in large quantities.

How can a sales review (Lost Button List) help in understanding product acceptance?

A sales review can help track consumer reactions to a product by analyzing how well it performs in the marketplace. By looking at ratings, feedback, and the number of orders, businesses can gauge whether the product is well-received or needs further adjustments.

What tools can be used for consumer research on new product innovations?

Tools like Poplite, a survey platform, can be used for consumer research. By creating a survey and targeting an appropriate market segment, businesses can gather data from hundreds of respondents to determine which innovations are most popular or preferred by consumers.

What should a business do if they disagree with the majority opinion from a consumer survey?

While it's important to listen to consumer feedback, a business must also consider its own vision and values. If the majority opinion doesn't align with the business's goals, it's crucial to carefully evaluate whether to follow consumer preferences or stick to the original concept, ensuring the decision serves both the brand and the market.