Customer story

How Wild co-created their roll-on NPD with nearly 2k consumers

How Wild automated sampling with 7000 testers

From first prototype to launch day: turning consumer feedback into a standout, guesswork-free launch across a series of 8 seamless projects.

Enabling them to uncover revenue-boosting product opportunities

8

Prototypes

Prototypes

2k

Testers

Testers

90%

Response rate

Response rate

The Challenge

Wild’s product team was preparing to launch a completely new product format for the brand: a roll-on deodorant. With a market expansion this significant, they needed to ensure the product would not only perform but stand out in a competitive space.

Their goals were to:

  1. Validate product performance and positioning through competitor benchmarking, prototype testing, and fragrance comparisons.

  2. Build market penetration forecasts by collecting switching data to estimate share capture potential in the roll-on segment.

  3. Perfect product marketing - generating validated claims, refining customer instructions, and ranking benefits.

Because of the top-secret nature of the launch, all testing happened within Sourcerie’s secure community.

The Process

1

Ran 8 projects over 11 months via Sourcerie to support the roll-on launch.

2

Used competitor benchmarking to understand market gaps and compare potential prototypes on 24hr protection claims, fragrance preference, and usage behaviour.

The Sourcerie platform automated the shipment of sample orders of 4 different prototypes

3

Collected switching data by asking testers which brand they currently used and whether they’d switch - enabling the team to model potential market share.

Testers provided their honest feedback via automated online feedback surveys

4

Tested customer comms, including instructions for use, to optimise clarity and satisfaction.

Wild received an interactive dashboard of their results. The Sourcerie platform allowed the team to easily compare projected revenue uplift across different prototypes, with the ability to drill down into purchase segments.

5

Co-developed the product with consumers, integrating live feedback into each next stage of development.

Wild received an interactive dashboard of their results. The Sourcerie platform allowed the team to easily compare projected revenue uplift across different prototypes, with the ability to drill down into purchase segments.

6

Conducted multi-survey projects to measure product efficacy over time.

Wild received an interactive dashboard of their results. The Sourcerie platform allowed the team to easily compare projected revenue uplift across different prototypes, with the ability to drill down into purchase segments.

7

Achieved 90%+ response rates on every survey.

Wild received an interactive dashboard of their results. The Sourcerie platform allowed the team to easily compare projected revenue uplift across different prototypes, with the ability to drill down into purchase segments.

The Results

Confidence to launch into a competitive category

Wild went to market with a roll-on product their customers had helped shape - backed by hard data rather than guesswork. Insights confirmed their key claims and validated positioning, while switching data gave them a realistic view of how much of the market they could win, helping with forecasting and investment decisions.

Wild questioned testers on their purchase intent of each prototype to allow them to forecast projected revenue growth

A blueprint for future innovation

By embedding customer input into each development round, Wild not only optimised this launch but built a repeatable process for future NPD - with Sourcerie enabling them to move fast without compromising on scope.

Wild questioned testers on their purchase intent of each prototype to allow them to forecast projected revenue growth

“Working with Sourcerie allowed us to develop our roll-on in partnership with our customers - and launch with confidence knowing we’d met their needs. Every round of feedback gave us something tangible to improve, and the platform made the whole process effortless.”

Laura Copeland, NPD Lead, Wild

“Working with Sourcerie allowed us to develop our roll-on in partnership with our customers - and launch with confidence knowing we’d met their needs. Every round of feedback gave us something tangible to improve, and the platform made the whole process effortless.”

Laura Copeland, NPD Lead, Wild

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Trusted by product and marketing teams at modern consumer brands on Shopify

Trusted by product and marketing teams at modern consumer brands on Shopify