MiO: Consumer Behavior A/B Testing Playbook
ABOUT
This project examines consumer behavior and decision-making for MiO, focusing on rebranding effectiveness, product misuse, and category confusion. Our team developed 10 A/B tests to optimize brand perception, product positioning, and engagement.
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Our research revealed that while MiO maintains strong brand recognition, its rebrand has led to consumer confusion, and many customers misuse the product due to unclear instructions. We designed experiments testing packaging, messaging, and promotional strategies to improve purchase intent, brand perception, and retention.
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We recommended prioritizing three key tests:
🔹 Motivation & Messaging: Testing whether "0g Sugar" vs. "0 Calories" improves health perceptions and purchase intent.
🔹 Sensory Perception: Adding scratch-and-sniff stickers to boost trial and sales.
🔹 Behavioral Nudges: Introducing clearer usage instructions to reduce misuse and improve satisfaction.
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Beyond testing, we proposed leveraging influencer marketing, collaborating with Poppi, and enhancing online searchability to drive awareness and engagement. This project highlights how behavioral insights and experimentation can refine marketing strategies and brand positioning for long-term growth.