For CPG, FMCG, and consumer goods insights teams
Consumer Goods Research for CPG and FMCG Teams
Heineken, Coca-Cola, Arla Foods, and Unilever run consumer research with GetWhy. Concept testing, pack testing, shopper understanding, and brand health. Brief to insights in 48 hours.
Heineken interviews
1,750+
41+ projects across 24 markets since 2023
faster
40x
Than a traditional research agency
cheaper
Up to 20x
Without sacrificing methodology rigor
Heineken interviews
1,750+
41+ projects across 24 markets since 2023
faster
40x
Than a traditional research agency
cheaper
Up to 20x
Without sacrificing methodology rigor
The structural disadvantages of CPG research
No direct consumer access. Retailer-owned data. Agency cycles that outlast the decisions they were meant to inform.
consumer access
No direct
Most CPG brands depend on retailers for shelf data. You know what sold. You don't know why. And you can't ask.
per agency study
8 weeks
By the time qual lands, the NPD decision has been made. The pack redesign is in production. The campaign is live.
zero consistency
24 markets
Multi-market research split across fragmented suppliers means no unified methodology and no comparable outputs.
consumer access
No direct
Most CPG brands depend on retailers for shelf data. You know what sold. You don't know why. And you can't ask.
per agency study
8 weeks
By the time qual lands, the NPD decision has been made. The pack redesign is in production. The campaign is live.
zero consistency
24 markets
Multi-market research split across fragmented suppliers means no unified methodology and no comparable outputs.
What GetWhy does for CPG teams
Every major CPG research type. AI-moderated interviews with a published 17-criteria quality standard. Consistent methodology across every market. Brief to insights in 48 hours.
Research types
Concept testing
Test new product concepts with target consumers before committing to development. Understand which concepts resonate, why they do or don't, and what would make them stronger. Results in 48 hours.
Test new product concepts with target consumers before committing to development. Understand which concepts resonate, why they do or don't, and what would make them stronger. Results in 48 hours.
Pack testing and design validation
Understand how consumers read, interpret, and respond to packaging. What communicates quality. What creates confusion. What drives pick-up at shelf. Tested in your key markets simultaneously.
Understand how consumers read, interpret, and respond to packaging. What communicates quality. What creates confusion. What drives pick-up at shelf. Tested in your key markets simultaneously.
Shopper understanding and path to purchase
Go beyond what the retailer data shows. Understand why consumers choose your brand, what drives switching, and what happens in the moment of decision. Real consumer voices, not panel proxies.
Go beyond what the retailer data shows. Understand why consumers choose your brand, what drives switching, and what happens in the moment of decision. Real consumer voices, not panel proxies.
Innovation and NPD research
From opportunity identification to concept refinement to pre-launch validation. Continuous qual at the pace your NPD pipeline actually moves. No 8-week gaps between rounds.
From opportunity identification to concept refinement to pre-launch validation. Continuous qual at the pace your NPD pipeline actually moves. No 8-week gaps between rounds.
Brand health tracking
Track brand perception, equity, and competitive positioning across markets on your cadence, not the agency's. Consistent methodology. Comparable outputs. Your team owns the trend line.
Track brand perception, equity, and competitive positioning across markets on your cadence, not the agency's. Consistent methodology. Comparable outputs. Your team owns the trend line.
Heineken projects
41+
Across 24 markets since 2023
from first interview
48 hrs
Study design happens before the clock starts
participants
300M
Verified panel. Built-in fraud prevention on every study.
interviews trained on
+1M
The dataset behind GetWhy's AI Moderator
Heineken projects
41+
Across 24 markets since 2023
from first interview
48 hrs
Study design happens before the clock starts
participants
300M
Verified panel. Built-in fraud prevention on every study.
interviews trained on
+1M
The dataset behind GetWhy's AI Moderator
Trusted by the world's leading consumer goods brands
How Heineken runs 1,750+ consumer interviews across 41 projects in 24 markets
Tony Costella
Global Commerce AI and Transformation Director, Heineken
eBay saves $6.7M and grows category GMV 15% with AI-powered consumer research
Christine Moeller
Senior Director Consumer Insights, eBay
How Arla is using qualitative at scale to unlock a new pace of discovery
Michael Swaisland
Vice President: Consumer Intelligence, Arla Foods
Common questions
How does GetWhy handle research across multiple CPG markets simultaneously?
GetWhy recruits from a 300M-participant panel across markets and moderates in 100+ languages, each tested before launch. A Senior Researcher maintains consistent methodology across every market so outputs are comparable. Heineken runs across 24 markets this way.
GetWhy recruits from a 300M-participant panel across markets and moderates in 100+ languages, each tested before launch. A Senior Researcher maintains consistent methodology across every market so outputs are comparable. Heineken runs across 24 markets this way.
Can GetWhy replace our concept testing agency?
Many CPG teams run a parallel study first. Same stimulus. Same methodology. Different timeline and cost. The outputs speak for themselves. Most clients start with one concept test under their procurement threshold and expand from there.
Many CPG teams run a parallel study first. Same stimulus. Same methodology. Different timeline and cost. The outputs speak for themselves. Most clients start with one concept test under their procurement threshold and expand from there.
How does the quality standard apply to CPG-specific research types?
GetWhy's 17-criteria evaluation framework applies to every study type: concept tests, pack tests, shopper research, brand trackers. The framework covers moderation quality, probing depth, and synthesis integrity regardless of the research type.
GetWhy's 17-criteria evaluation framework applies to every study type: concept tests, pack tests, shopper research, brand trackers. The framework covers moderation quality, probing depth, and synthesis integrity regardless of the research type.
What does a Senior Researcher bring to CPG research specifically?
Senior Researchers on GetWhy's team have category experience in CPG, FMCG, and retail. They design screeners for the right consumer profile, review stimulus materials, and validate synthesis against CPG-specific hypotheses. Not generalist researchers. Category practitioners.
Senior Researchers on GetWhy's team have category experience in CPG, FMCG, and retail. They design screeners for the right consumer profile, review stimulus materials, and validate synthesis against CPG-specific hypotheses. Not generalist researchers. Category practitioners.
What does pricing look like for multi-market CPG research?
A single-market study starts at $2-4K. Multi-market programmes scale from there. Most CPG clients start with one market and one use case, see the output, and expand the programme. No multi-market commitment required for the first study.
A single-market study starts at $2-4K. Multi-market programmes scale from there. Most CPG clients start with one market and one use case, see the output, and expand the programme. No multi-market commitment required for the first study.
CPG and FMCG insights teams
See how Heineken uses GetWhy.
Book a 30-minute call with a Senior Researcher. We walk through a Heineken-style study in your category. Concept test, pack test, or shopper research. You see the output.
