GutCheck Research Finds 74 Percent Approve of New Coca-Cola Ice Bottle

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GutCheck fields on-demand research community at MRA conference to demonstrate value of Agile Research. Please see the attached infographic for more information.

In fact, consumers appeared to be intrigued at the novelty and practicality of the design with 23 of the 31 consumers finding the new ice bottle very appealing/appealing, as shown in the attached infographic.

GutCheck, a leader in on-demand agile research, put its research methodology to the test at last week’s Marketing Research Association’s Insights & Strategies Conference in Orlando, Fl. As part of the conference, GutCheck co-hosted GeniusLab sessions with Google Consumer Surveys and added a bit of its own genius with real-time research on Coca-Cola’s recently released bottle made from ice.

The ice bottle, recently released in Colombia, looks similar to a glass bottle and the red band allows consumers to hold the bottle without getting cold. When the bottle melts, the intent according to Coca-Cola is for consumers to keep the red band as a keepsake bracelet.

The research question however, is will the new ice bottle resonant with consumers? GutCheck set out to find out by recruiting and moderating an Instant Research Community (IRC) of 31 regular soft drink consumers (male and female) aged 18-40 with a household income of more than $40,000. The research was conducted June 11-12.

In fact, consumers appeared to be intrigued at the novelty and practicality of the design with 23 of the 31 consumers finding the new ice bottle very appealing/appealing, as shown in the attached infographic. One of the IRC panelists from San Diego, Calif. commented, “I would enjoy this at the beach. After sitting in the hot sun, having the ice bottle would be so refreshing.”

“The value of the IRC is the speed with which we can identify qualified and engaged consumers to dialogue with on a particular brand, design or issue,” said Matt Warta, CEO GutCheck. “The Coca-Cola bottle was a perfect example for use at the ISC GeniusLab to demonstrate our ability to conduct quality research faster than traditional research models, while generating meaningful, actionable insights in days not weeks or months.”

Additional findings from the Coke bottle research included perceived advantages and disadvantages that the marketers at Coca-Cola can both take advantage of or manage around:

Advantages:                        

  •     No waste                    
  •     Stays colder longer                
  •     Colder drink        

Disadvantages:

  • Uncomfortable to hold
  • Melts too fast; messy
  • Difficult to transport

In addition to the real-time research, the GeniusLab sessions showed researchers and marketers how to execute both qualitative and quantitative research more quickly and effectively, including a walkthrough of the real-time data collection process: “24 Hours to Insight.”

About GutCheck
GutCheck delivers a unique agile research solution that gives marketers, researchers, and agencies rich, consumer insights without spending weeks waiting for answers. The company won the top prize at DEMO in March 2011, and today customers work with GutCheck to refine product concepts, optimize marketing messaging and decipher social media sentiment to help them make brand business decisions faster and smarter. For more information: http://gutcheckit.com.

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Media Contact:
Laura Taylor
Taylor Strategic Communications for GutCheck
taylor-laura (at) comcast (dot) net
(720) 556-2640

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Laura Taylor
Taylor Strategic Communications
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