Harnessing the customer voice to innovate with confidence
Learn how we’re empowering suppliers through new customer-centric research offerings
In a highly competitive marketplace defined by seismic shifts in consumer behavior and where up to 38% of general survey data is unreliable, product innovation can prove challenging. The risk that comes with innovation is real - more than 80% of products fail to meet KPIs. However, by combining reliable behavioral insights, such as purchasing patterns, with first-party customer feedback from a verified, double opt-in community, Walmart Data Ventures is empowering suppliers to innovate with even more confidence.
Using agile research methods to capture customer feedback and sentiment through quantitative studies, qualitative video studies, quick surveys, and now In-Home User Tests (IHUT), Walmart Data Ventures is helping suppliers revolutionize product innovation and renovation by further integrating the verified voice of the customer into the product development lifecycle.
Starting today, Early Access for In-Home User Tests (IHUT) is now available to Scintilla subscribers. This streamlined, end-to-end service embodies our customer-centric approach by enabling suppliers to test their products with verified Walmart customers through the Walmart Customer Spark Community. IHUT allows for an authentic experience where customers interact with products as they normally would from the comfort of their own homes. Not only does IHUT allow us to gain invaluable insights around pricing, efficacy, messaging, and more, but it also enables suppliers to test and innovate with speed based on their findings.
As we enhance and expand our research offerings, we’re continuing to invest in the growth of the Walmart Customer Spark Community, which increased 30% in the last year. This community is unique to the industry, made up of invite-only, verified Walmart customers who have double opted-in to contribute their feedback. Suppliers then have the opportunity to engage with these customers with even more precision by leveraging established shopping patterns to help target, segment, and gain insights that can only be found in Scintilla.
In 2024, we captured more than 3.4 million responses from verified Walmart customers in our Walmart Customer Spark Community. That’s 3.4 million times we’ve brought the customer voice to the center of the decision-making process, and we only expect that number to rise as more suppliers see the value in these offerings to not only enable speed to innovation, but also avoid potential pitfalls when introducing a new or revamped product to market.
“The Scintilla team provided us with a seamless research experience that provided invaluable insights,” said Lauren Carruth, senior manager of shopper insights at Duracell. “Through the In-Home User Test research we conducted, we were able to proactively identify the packaging attributes that would best resonate with those who matter most – the shopper.”
We also launched Research Services last year, an expanded offering designed to empower suppliers to harness valuable customer insights without being market research experts. Our services are flexible and customized to address your specific needs, ranging from full-service to strategic consulting.
With Research Services, our Research Team can design a research approach that fits your business needs and budget, offer plug & play support at any point during the project lifecycle, and provide strategic guidance to identify business objectives and research opportunities. Whether we’re driving the design and execution or supplementing your existing resources, every project is an opportunity for us to help you turn a shopper into a buyer by prioritizing their unique needs and preferences.
“The Scintilla Research Services team was extremely helpful in maximizing the value of Scintilla’s research capabilities, closely guiding us through the survey process,” said Julie Darmon, Director of Category Leadership at Ferrara Candy Company. “This high-touch approach ensured we captured actionable feedback from our intended target audience. The team was also able to manage a remarkably high volume of surveys in a short period of time, allowing us to quickly gather customer insights and make informed decisions. By collaborating to leverage Scintilla’s unique research offerings, we’ve been able to deliver better experiences for the Walmart shopper.”
With the introduction of In-Home User Tests and Research Services, we’re taking giant strides to integrate the customer voice into every stage of product development, equipping suppliers with valuable insights and enabling them to innovate faster. By taking this customer-centric approach to our suite of solutions, we’re helping ensure every product that hits our shelves not only meets, but exceeds customer expectations. As we continue to invest in these offerings, we look forward to deepening our understanding of the Walmart omnichannel shopper and ultimately, driving success for our valued suppliers.
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