Reading your results
The product view
If you have loaded more than one product, this is where you land. It shows every product side by side with aggregated dates, so you can compare performance across your range at a glance.
In this view, Positive Experience and Repeat Purchase are calculated off the people who tried the product, not the total sample. That is deliberate. "83% of people who tried it had a positive experience" is a clearer and more useful statement than the same number spread across everyone surveyed.
Positive Experience and Repeat Purchase are two separate, independent questions. Both are asked of everyone who tried the product. Someone can report a negative experience and still have repurchased, and that shows up as it should.
The single product view
Switch to a single product to see the true funnel, plus the trended view.
Note on Repeat Purchase. In the funnel view, Repeat Purchase is calculated off total respondents, not off triers. This is so the funnel behaves like a funnel, with each stage smaller than the one before it. It means the Repeat Purchase figure here will look different to the one in the product view. Both are correct, they are just answering slightly different questions.
The trended view
For products with multiple launch dates or multiple waves, switch to a single product to see performance over time. Each wave is a fresh sample, so movement in the numbers reflects real change in market, not the same respondents shifting their answers.
Drivers, barriers and verbatims
Trial drivers are a close-ended question, so they display as standard bar charts. Trial barriers, and both repeat drivers and barriers, are open-ended and come through theming charts.
You will notice trial drivers do not appear in the theming view. That is intentional, not a bug.
Verbatims are prioritised by how often a theme comes up, then by the quality of the response itself. Click any theme to see only the verbatims relating to it, or click through to the full theming charts to explore everything.
What the funnel is telling you
The biggest drop-off in your funnel is your biggest opportunity. Here is how to read it, and what to test next.
Where the drop-off is | What it usually means | What to do next |
Low Product Recognition | Nobody knows it exists. Awareness or media problem, not a product problem. | Test your creative and messaging. Check media weight and reach. |
Recognised, not seen in store | Distribution or shelf presence. The product is not where people shop, or it is not standing out. | Take the data into retailer conversations. Test pack standout. |
Seen in store, not tried | Something is stopping the purchase. Usually price, value perception, or an unclear proposition. | Read the trial barriers first. Then run a Pricing Sensitivity Test, or test your on-pack claims and messaging. |
Tried, but poor experience | The product itself is not delivering against expectation. | Read the repeat barriers. Test formulation, format, or portion. Check whether your marketing is overpromising. |
Good experience, no repeat purchase | People liked it but did not come back. Usually availability, price, or it has not become a habit. | Check distribution consistency. Test price and pack size. Consider a promotional read. |
Always read the verbatims alongside the numbers. The percentage tells you where the problem is. The verbatims tell you what it is.