With the help of a fully representative focus group of 128,413 UK consumers, we analysed the true effectiveness of modern mass drop sampling and compared it to the new, alternative, data-driven, efficiency-focused methodology that’s quickly challenging the old fashioned, volume-focussed approach.
Wondering what exactly we mean by “modern mass drop sampling”?
As the global pandemic was dealing the final blow to “on-street sampling” (well known as the most common format of mass drop sampling), the FMCG industry was already quickly adopting it’s modern day replacement – “E-commerce inserts”.
The concept of “E-commerce inserts” is simple: rather than throwing out high volumes of samples at train stations and other busy “on-street” locations, brands place high volumes of samples into popular E-commerce parcel deliveries (online orders).
Being well accustomed to one of the major drawbacks of any mass drop sampling activity (the lack of accountability and measurability), when we set out to measure the REAL impact of “E-commerce inserts” (modern mass drop sampling), we went straight to the best source – a HUGE focus group of UK consumers who had received a free sample with their online order and experienced it first hand.