How customers approach decision-making when it comes to new products can be influenced by many factors. Which one is more important – price? Quality? The business’s ethical practices? Having the product come from a small business vs. a corporation? Trendency worked with small business chocolatier Grocer’s Daughter Chocolate based in Michigan to dive into their customers’ preferences and dig a little deeper into those decisions being made at the time of purchase.
Trendency worked directly with Grocer’s Daughter Chocolate to recruit a panel of customers who had purchased GDC products either online or in their brick-and-mortar location in Empire, Michigan. Customers logged in regularly to answer questions about their preferences, the influence of shipping costs on making purchases, and what about supporting a small business that keeps them coming back.GDC was also able to test concepts around new products and better connect these products with their customers.
Towards the end of the year, GDC customers revealed that consumables were just as popular holiday gifts as durable goods and that inflation concerns weren’t significantly impacting holiday and winter spending on treats; additionally, the Trendency data was able to pinpoint that the average customer was willing to spend $35.19 on shipping premium chocolate.
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