Simulated Environment Mobile Unit Development: Increasing Access to High-End Insights Research for SMEs

自2020年以来，消费者洞察实验室(CIL)一直站在高端消费者洞察民主化的前沿。使用Abbie在博士研究中开发的模拟环境，CIL收集真实的洞察，以帮助公司将风险降至最低，并实现销售最大化。通过其创新方法，CIL支持当地中小企业将销售额提高高达35%，全球财富500强公司向客户推广可持续包装，并帮助草根初创企业最大限度地发挥其在赋予边缘化社区权力方面的影响。质量差的数据和缺乏代表性导致糟糕的产品和服务设计。研究还发现，英国75%的企业平均将14%的收入浪费在低质量的数据上，这相当于每年1.978亿GB。对于中小企业来说，负担得起的选择是在线调查和焦点小组，但科学证明，它们不会产生准确或逼真的洞察力。这是一个令人担忧的问题，因为开发和推出一款新的快速消费品产品的平均成本为100K GB，而英国产品召回的平均成本为768K。特别是在快速消费品(FMCG)领域，高端解决方案存在，但只有大公司才有，这些公司有资本投资于适当的专业知识、设施和方法，每个项目的起始价为60K GB。现在，CIL正寻求通过提高可访问性、减少碳足迹以及增加未被充分代表的人口的代表性来彻底改变她的解决方案。我们对此项目的建议旨在解决获取准确数据、代表未被充分代表的人口的挑战，以及减少开发浪费和投资。我们的目标是建立和试验高端模拟环境(SE)实验室的移动版本；我们将其称为真实世界移动单元(RWMU)。这将是一个易于组装的移动模拟研究单位，使人们能够从物理和经济上获得高端见解。RWMU预计将降低至少79%的高端研究成本，并增加组成GB 121B英国食品和饮料行业的78.8%的中小企业获得高质量见解的平等机会。拥有先发优势将使CIL确立自己作为行业领导者的地位，并具有高度的可扩展性，使它们能够扩展到英国和其他地区的众多市场。

Consumer Insights Lab (CIL) has been at the forefront of democratising high-end consumer insights since 2020\.Using the Simulated Environment that Abbie developed in her PhD research, CIL collects the true-to-life insights to help companies minimise risk, and maximise sales.Through their innovative approach, CIL has supported local SMEs to increase sales by up to 35%, global Fortune 500 companies promote sustainable packaging to their customers, and helped grassroots startups to maximise their impact in empowering marginalised communities.Poor quality data and lack of representation lead to poor product and service design. Research has also identified that 75% of businesses in the UK waste on average 14% of revenue on poor quality data, which equates to £197.8M every year.The affordable options that exist for SMEs are online surveys and focus groups, but it is scientifically proven that they do not result in accurate or true-to-life insights. This is a point of concern, as it costs an average of £100K to develop and launch a new FMCG product and the average product recall in the UK costs £768K.In the Fast Moving Consumer Goods (FMCG) sector specifically, high-end solutions exist but are exclusive to large companies who have the capital to invest in the appropriate expertise, facilities, and methodologies which start at £60K per project.Now CIL is looking to revolutionise her solution by increasing accessibility, reducing its carbon footprint, and increasing representation of underrepresented populations.Our proposal for this project looks to tackle the challenges of accessibility to accurate data, representation of underrepresented populations, and reduction of development waste and investment.Our goal is to build and pilot a mobile version of a high-end Simulated Environment (SE) lab; we will call this the Real World Mobile Unit (RWMU). This will be an easy to assemble, mobile simulated research unit, to make high-end insights accessible both physically and financially.The RWMU is expected to reduce cost of high-end research by at least 79% and increase equal access to high quality insights for the 78.8% of SMEs that make up the £121B UK Food and Beverage industry.Having the first-mover advantage will allow CIL to establish themselves as industry leaders, and with high scalability, this solution will position them to expand into numerous markets, in the UK and beyond.