Cheesy ketchup and pets-only VOD: We use Self-serve to explore how our business ideas would perform
February 1st, 2024, YouGov

Cheesy ketchup and pets-only VOD: We use Self-serve to explore how our business ideas would perform

When it comes to product testing YouGov Self-serve - our fully self-serviced survey platform - gives you fast turnaround answers to the questions you need to ask. Whether you need to ask questions about the details - colours, typefaces, product name variations – or broad concepts, with Self-serve you can identify the audience you want to reach and ask them their views.

To demonstrate, we’ve road-tested a few ideas that we collected from around the office – from Britons’ appetite to have microchips implanted to video-on-demand services featuring only cat content, we posed the questions no one else was asking.

Only Pets – Cat or dog-only video on-demand services

OK. We were disappointed with this one. Just 7% of Brits would be either very or somewhat likely to subscribe to a dogs-only content channel. That must mean that everyone would prefer the cat content, right?

Wrong. Only 5% would subscribe to a cat-only video on-demand service. For a nation of self-professed animal lovers, Americans have Brits beat – 16% want the dog content, 12% the cat.

Do you want frequent flyer miles from your credit card company? OR SNACKS?

Not all of us fly – or want to. So what if, instead of rewarding your loyalty with frequent flyer miles your credit card company sent you snacks instead?

Some Brits are up for this. Specifically getting their snacks on the first Monday of the month. One in five, in fact, would be either very or fairly likely to apply for a card that rewarded them in this way. A further 18% are on the fence. The future of credit card loyalty is here, people. And it involves crisps. Of course it does.

Microchip implant discount cards

We didn’t think this would be popular. And we were right. An almost vanishingly small percentage of those we asked would be prepared to have a microchip which identified who they were implanted in their hand in exchange for discounts at their favourite shops. Only when we began talking about 50% discounts did some Brits become truly interested. More than one in ten (13%) would think about it at that rate. But for the vast majority (76%) it’s a no-go area. They’re not interested in chip implants, full stop.

Cheesy ketchup?

Now for the big finale. We’ve invented a new type of sauce – cheesy ketchup. Or perhaps re-invented it. We’re not sure. So who’s interested?

Hmm. Not many people, if we’re honest. One in fifty (2%) are enthusiastic. They count themselves very likely to buy it. A further 8% say they are somewhat likely. But that leaves a staggering 74% who say they are very unlikely to buy cheesy ketchup. So for now, it’s back to the saucing board.

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Methodology: YouGov polled 1,000 Great Britain adults on 10 January, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.

Photo by Theo Crazzolara on Unsplash