Process
How to research shrinkflation in two stages
A two-stage research design for testing a pack size change before launch. First measure whether shoppers detect the change at a realistic shelf without being told. Then disclose it in the words a label or news story would use, and measure fairness, what they would do next and why. Include a clearly explained price rise of equal value as a comparison. Koji can run both stages in one AI-moderated interview study.
Where this appears
What's in this process
- Show a shelf, not a spec sheet: Don't mention size. Ask what they'd buy and why, then whether anything about the pack seemed different.
- Measure detection: A yes/no question on noticing the change, and a scale for how confident they are.
- Disclose the change: Tell them in the words a shelf label or a news story would use, then measure fairness on a scale.
- Ask what they'd do, and why: Rank switching, buying less or doing nothing, then let the moderator probe the reason behind calling it unfair.
- Test the honest alternative: Compare downsizing with a clearly explained price rise of equal value, and ask where they'd expect to hear about it.
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<a href="https://www.koji.so/visuals/shrinkflation-research-two-stage-design"><img src="https://www.koji.so/visuals/shrinkflation-research-two-stage-design/shrinkflation-research-two-stage-design.png" alt="Process for shrinkflation research: show a shelf without naming size, measure detection, disclose the change, ask what shoppers would do, test a price rise." width="1200" height="764" /></a>
<p>Source: <a href="https://www.koji.so/visuals/shrinkflation-research-two-stage-design">How to research shrinkflation in two stages</a>, Koji</p>
