Millennial Consumers Pay for Products with Opinions at 'SamplingLab'
Cadhla Gray — November 9, 2015 — Marketing
References: samplinglab & psfk
This brick and mortar store sets an example for redesigned focus groups of the future, collecting data instead of capital, this store engages Millennial consumers by gathering product feedback in a very unique way. ‘SamplingLab’ is a revolutionary retail store that uses a self-selecting, in-store focus group to gain insights about a range of products.
Consumers are allowed to “buy” one product per day, only the payment is with their promised product feedback in place of cash. From products like Dave's Killer Bread to a range of beauty products, the items are geared toward a Millennial audience.
The consumers get free products simply by giving their honest feedback via an app after use. Meanwhile, brands get an accurate and uncontrolled study into what Millennial consumers like or dislike about products and why. The average age of those who visit SamplingLab in Portland is 34 or younger -- typically lovers of artisan products and smartphone apps. As this age group represents 25% of the US population, the information gathered from this unique store is priceless.
Consumers are allowed to “buy” one product per day, only the payment is with their promised product feedback in place of cash. From products like Dave's Killer Bread to a range of beauty products, the items are geared toward a Millennial audience.
The consumers get free products simply by giving their honest feedback via an app after use. Meanwhile, brands get an accurate and uncontrolled study into what Millennial consumers like or dislike about products and why. The average age of those who visit SamplingLab in Portland is 34 or younger -- typically lovers of artisan products and smartphone apps. As this age group represents 25% of the US population, the information gathered from this unique store is priceless.
Trend Themes
1. Product Feedback Stores - Revolutionizing focus groups by collecting data instead of capital.
2. Self-selecting In-store Focus Groups - Allowing for uncontrolled study into product feedback.
3. Pay with Product Feedback - Giving Millennial consumers free products in exchange for honest feedback via an app.
Industry Implications
1. Retail - Creating an opportunity for brands to gather accurate data on Millennial consumers.
2. Market Research - Innovating focus groups with a unique, self-selecting approach.
3. Consumer Goods - Providing a platform for consumer goods companies to gather Millennial feedback and apply it to product development and marketing.
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