Bedding manufacturer Comfy Group, one of Europe’s leading manufacturers of duvets and pillows and owners of the well-known pillow brand Silentnight, commissioned OnePoll to help them understand how they could improve the packaging for their Silentnight pillows. They were interested in comparing two packaging designs in terms of the design and aimed to identify which design stood out against their main competitors, when placed in a web page online shopping scenario.
OnePoll consulted with Comfy Group and established that the most appropriate methodology would be to survey 1,500 potential bedding buyers in an online quantitative survey. We determined the most appropriate splits would be to look at 1, respondents who were in the market for new bedding, 2. the last time that they bought bedding, and 3. brand awareness (aware v not aware).
From this survey, OnePoll produced in-depth analysis using Heatmaps, WordClouds and custom-made splits to further understand consumer’s likes and dislikes about Comfy Group’s current pillow packaging design, in comparison with potential new designs. The Heatmaps focused on the attractiveness of the design of the packaging, and identified elements that respondents liked or disliked. The WordClouds identified common key characteristics that were identified by respondents and allowed us to communicate them to Comfy Group in a visual way. Here, the words mentioned most often appeared larger indicating their higher priority.
OnePoll were able to determine fundamental differences between those who were aware of the brand, and those who were not. For example, those who were aware of Silentnight were willing to spend more on pillows. Additionally, those who were aware of the brand were more than twice as likely to buy either the old design or the new design (33% vs 16%), demonstrating less preference for one particular design option. We also carried out a side by side comparison, where respondents showed clear preference for one of the two designs.
The mock web page using Heatmaps ascertained that respondents were much more drawn to one pillow design over another, which backed up our previous findings when respondents were exposed to the pillow designs by themselves.
Our results showed that 66% of respondents preferred one packaging design over the other, which gave the client a clear idea of which design to choose to appeal to the broadest range of consumers. The Heatmaps also gave the clients insight into what visually appealed to potential pillow buyers. Additionally, the WordClouds identified that potential pillow buyers prioritised comfort, quality and price.
OnePoll chose to compare those who were aware of the Silentnight brand and those who were not aware. By doing this we identified key differences between the two groups. For example, those aware of the brand were more likely to shop in store, prefer a medium level of firmness and recognise the packaging as an established brand.
The results gave Comfy Group clarity about what consumers preferred in their packaging, as well as what characteristics they looked for more generally in pillow packaging. We were able to determine that those in the market for new pillows were significantly more likely to prefer design A. We also provided respondents with some freetext options to further explain why they liked one option more than the other. Additionally, we provided a freetext option to discover what respondents would look for more generally when shopping for pillows.
Our analysis demonstrated to Comfy Group which packaging respondents preferred, as well as the insights into what they preferred about it, how visually appealing it was and how different awareness of brands affected consumers pillow preferences. The analysis effectively answered Comfy Group’s initial brief, by providing relevant insights and showing key characteristics of bedding buyers in an easily digestible format.
We provided Comfy Group these results in the form of an Excel report including data, heatmaps, WordClouds, and charts highlighting key statistics. This included an analysis of Silentnight brand awareness vs competitors, price that respondents were willing to pay and pillow firmness preference.