How data science is evolving sampling FAST

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.

So, how did consumers rate the experience with the sample they received in their online order?

(based on how well consumers thought the free sample matched their likes and needs)

What key factors influence consumers dissatisfaction with the free sample they received in their online order?

Key takeaway: It’s easy to get drawn in by high volume, low cost-per-sample distributions, but the lack of targeting capabilities that mass drop activities tend to facilitate creates a HUGE knock-on effect in efficiency and returns – with the vast majority of consumers signalling the sample they received in an online order was not a good fit for their likes/needs and created unnecessary waste.

How many consumers are now regularly buying the product they received as a free sample in their online order?

Key takeaway: Perhaps unsurprisingly, engaging consumers with a product that doesn’t match their likes and/or needs creates low levels of engagement and satisfaction, which naturally creates an underwhelming follow-on purchase rate.

Wondering how the consumers’ age impacts their receptiveness to an E-commerce insert sample? (not to worry, we’ve segmented the data by age groups below)

Start with the
right audience...

Start with the right audience...

It's really quite simple. Next level targeting creates next level results. Data-driven sampling tends to focus on the efficiency of the distribution as opposed to just the volume of distribution.

To do this, you'll go far beyond targeting just the basic demographics of consumers - considering lifestyle choices, attitudes, behaviours, shopping habits and even specific likes or needs to ensure you activate the audience who are most likely to become loyal, new customers.

Has mass drop sampling really changed?

Whilst there are obvious differences in how and where mass drop sampling activities physically engage consumers, it’s clear that the same old pitfalls surrounding accountability and measurability remain.

Furthermore, despite the huge advancement in technology, volume-focussed, mass drop distributions still lack the ability to really hone in on the right consumer demographics, attitudes and behaviours; they typically don’t offer consumers an opt-in for the sample itself; and fail to ensure that product samples match the dietary and lifestyle preferences of the individuals set to receive them.

This ensures that there will always be a considerable, and perhaps worrying volume of dissatisfaction & waste created when deploying mass drop sampling.

Is it finally time for a change in strategy?

VOLUME vs EFFICIENCY How data science is evolving sampling, FAST!

So, how exactly is data science changing the sampling industry for the better?

To put it simply, it’s ALL about the targeting! Organisations with the ability to harness the true power of data, to REALLY understand who consumers are and what they want, are quickly re-writing the sampling playbook – with the ability to hyper-target and engage any consumer demographic, attitude or behaviour imaginable, with ease, at scale! They call it “data-driven, in-home sampling”.

Not only does this new, efficiency-focussed methodology ensure brands are engaging the right consumers with their samples, it allows for consumers to opt-in or out to receiving certain items, and facilitates mass personalisation – specifically matching products and brands to each consumer’s individual dietary and/or lifestyle preferences.

Key takeaway: Well, hyper-targeting naturally creates obscenely high levels of consumer satisfaction, whilst simultaneously reducing activity waste to practically zero and maximising the returns for the brand.

How does data-driven, in-home sampling stack up against modern mass drop sampling?

6 Reasons to choose data-driven in-home sampling in 2022

– industry-leading consumer targeting

– less waste

– super safe, in-home delivery

– full accountability and measurable returns

– higher quality of engagement

– flexible, customisable and scalable campaigns

Surprise and delight,
delivered safely in-home.

Memorable, educational brand
experiences, sent straight to the
homes of your ideal target consumers.

"It's not rocket science, it's data science. When you reach the right consumer, in-home, with the right experience, you significantly increase the odds of producing the right results."