85 research participants
Game-based methodology
Applied behavioral science
Actionable consumer insights
The challenge
Understanding sluggish CPG e-commerce growth
Despite rising e-commerce trends, Consumer Packaged Goods (CPG) face stagnant online sales. With growth concentrated in a few categories, most CPG segments lagged behind. Armed with behavioral science-backed tools, Fractal sought to study the underlying reasons for this disparity and devise strategies to influence shopper behavior.
Key challenges
CPG products underperforming in ecommerce
Limited growth in some CPG categories
Most CPG categories facing stagnant sales
Lack of data to understand reasons for trends
The solution
Deploying behavioral science to generate data
Conundrum Ethnolab
Game-based methodology
Deconstructs say-do gaps
Decodes authentic drivers
Generating consumer insight
New York and Chicago focus
Engaged 85 consumers
Identified ecommerce barriers
Implementation approach
1
Developing methodology
Structured Ethnolab sessions
Designed data collection protocols
Integrated game-based exercises
2
Field research
Recruited participants
Facilitated group exercises
Gathered qual & quant insights
3
Generating insights
Searched data for patterns
Identified drivers & barriers
Formulated research findings
The impact
Data-driven insights for CPG online sales
Looking ahead
Shift shopper mindsets
AI contextual triggers to reengineer mental models
Mobile-first innovations
Leveling up mobile UX with deep learning
Smart product bundling
Nudge cross-category growth to unlock CPG potential
