Ava the Elephant: Never Assume
Improving on a good product
Ava, a talking medicine dropper for children, received a lot of attention on ABC's SharkTank when Ava's inventor, Tiffany Krumins partnered with Barbara Corcoran. She and Barbara invested heavily in the concept design, manufacturing and marketing. They've struggled a bit with retail distribution and customer adoption. The QuestionMoms Questionnaire about Ava was designed to get general feedback on the product and packaging.
The feedback suggested the price was too high. However, when you see the product in person, that's not the case. It's much bigger and higher quality than it appears in online photos. Since a majority of the mom panels said they buy products based on friends' recommendations and reviews by bloggers, the creator realized the value of getting her product in the hands of bloggers.
Additionally, only 4% of the moms had seen Ava prior to completing the Questionnaire. By showing the product Photo and establishing the benefits of using it, new potential customers were made aware of Ava. Obtaining feedback on the problem Ava addresses (giving medicine to a child), reactions to the name, brand and packaging, and reactions to price help build a larger market. The reports allow the Client to isolate positive responses and then learn about the demographics of the panelists behind them.
The makers of Ava were most surprised to discover that 14% of respondents commented that they had concerns about cleaning Ava. She was able to easily address this by providing washing instructions on the website and noting the dropper is easy to clean in her marketing.