Walmart Data Ventures — the business unit within Walmart that leverages the retailer’s vast data resources to offer insights to its product suppliers — is launching a new service that will allow brands to get feedback on their products via in-home tests with everyday consumers.
The In-Home User Test (IHUT) service joins another new offering, Research Services, that debuted late last year. With Research Services, brands can work with the Walmart Research Team to develop consumer research that fits their needs and budget.
“With the introduction of In-Home User Tests and Research Services, we’re taking giant strides to integrate the customer voice into every stage of product development, equipping suppliers with valuable insights and enabling them to innovate faster,” said Linda Lomelino, Group Director Product Management at Walmart Data Ventures in a blog post. “By taking this customer-centric approach to our suite of solutions, we’re helping ensure every product that hits our shelves not only meets but exceeds customer expectations.”
These new solutions for Walmart suppliers join a host of other offerings under the Walmart Luminate umbrella (which will be renamed Walmart Scintilla next month). The full suite of insight solutions under the Luminate/Scintilla banner are available to Walmart Charter subscribers that pay a subscription fee. There also is a Basic version with more limited offerings that is available for free to Walmart suppliers.
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The ultimate goal of Luminate/Scintilla — which, in addition to In-Home User Tests also includesquantitative studies, qualitative video studies, quick surveys and behavioral insights such as purchasing patterns — is to capture customer feedback and sentiment in order to help suppliers integrate the verified voice of the customer into the product development lifecycle.
This feedback is gathered from the Walmart Customer Spark Community, which is made up of invite-only, verified Walmart customers who have double opted-in to contribute their feedback. In 2024, Walmart Data Ventures captured more than 3.4 million responses from this community of customers. Suppliers can engage with the customers with even more precision by leveraging established shopping patterns to help target, segment and gain insights relevant to their particular category.
Early access for the In-Home User Tests (IHUT) service is now available to Walmart Luminate subscribers. Products will be sent to customers’ homes where they will interact with them as they normally would in their day-to-day life and then provide feedback on functionality, pricing, efficacy and messaging.
“The Walmart Luminate team provided us with a seamless research experience that provided invaluable insights,” said Lauren Carruth, Senior Manager of Shopper Insights at Duracell in a statement. “Through the In-Home User Test research we conducted, we were able to proactively identify the packaging attributes that would best resonate with those who matter most — the shopper.”