Accelerating decision-making with agile consumer research
How we enable Vrumona to make confident, data-driven decisions in a fast and cost-efficient way
“Collaboration is good, and the Opeepl team is very helpful. The first time I had to set up a survey in your tool, you really helped me bring everything into place and create good survey logic.
We’re happy with the speed. It takes 2-3 days to gather 500 respondents.”
Jimmy Kok
Consumer Insights Lead at Vrumona
The challenge
Slow and costly studies with traditional market research suppliers
Vrumona is one of the leading soft drinks companies in the Netherlands, offering both licensed and its own brands, such as Pepsi, 7UP, Rivella, Royal Club, SiSi, Sourcy Vitaminwater, and Crystal Clear. Frequently needing to gather quick consumer insights from the market, Vrumona faced the challenge of its large traditional market research supplier being slow and expensive.
“We didn’t do these types of ad hoc studies before because traditional research projects often required longer lead times and higher budgets than what was needed for quick, tactical business questions. If you had a question, they would look at it and then, two months later, do the research, and then you would get the results. And they were quite expensive. We wanted a way to quickly validate ideas and gather consumer feedback without the cost and lead time of a traditional research project -within a week - to make fast decisions, and it works very well with Opeepl,” says Consumer Insights Lead at Vrumona, Jimmy Kok.
The solution
Agile DIY survey tool for quickly gathering consumer insights
Opeepl was recommended to Vrumona by Royal Unibrew - a leading multi-beverage company in the Nordic and Baltic regions - after its acquisition of Vrumona, as they were already successfully using Opeepl internally.
Jimmy Kok, Consumer Insights Lead at Vrumona, and his team use Opeepl as a DIY research tool to rapidly gather consumer insights and conduct a wide range of ad hoc studies, including design tests, concept tests, claim testing, and packaging tests.
Project example
Market assessment: tonic and bitter lemon mixing behaviour
The project focused on understanding consumer usage and mixing behaviour for Royal Club tonic and bitter lemon beverages. The research explored whether consumers primarily drank these beverages on their own or mixed them with alcohol.
The study was conducted to support internal decision-making by providing a clearer understanding of how the products were used in everyday consumption occasions. While the expectation was that tonic and bitter lemon would mainly be used as mixers, the research revealed that a larger share of consumers actually drank them without alcohol.
These insights provided valuable direction for product strategy discussions, including pack size, pricing, and positioning for both tonic and bitter lemon variants.
Project example
Package test: sleek vs. squat can
The project focused on testing consumer preferences between sleek and squat can designs. The goal was to generate fast, actionable insights to support decision-making and strengthen discussions with Vrumona’s B2B partners, such as Albert Heijn, the largest supermarket chain in the Netherlands.
Vrumona already believed that the sleek can design would be perceived as more premium and luxurious by consumers. The research was therefore conducted to validate this assumption with real consumer feedback and provide clear evidence to support discussions with retail partners.
The findings confirmed the preference for the sleek can design, enabling the team to back up recommendations with data and strengthen conversations with B2B partners with confidence.
Project example
Rivella package design test for the Dutch market launch
The project focused on evaluating consumer reactions to multiple pack design concepts for the carbonated soft drink brand Rivella. The objective was to quickly identify which design created the strongest first impression among consumers and would be most effective for the Dutch market launch.
Consumers were shown six design options and asked to evaluate which design they preferred at first glance.
The findings provided clear consumer-backed guidance for discussions with Rivella, Vrumona’s licensing partner in Switzerland, and helped support the recommendation on which pack design to launch in the Netherlands.
Project example
GiG concept test among Gen Z: from trend to mainstream
The project focused on concept testing for GiG, a Dutch hard seltzer brand targeting Gen Z consumers aged 18-30. Following the acquisition of the brand in April 2026, Vrumona wanted to better understand the low-alcohol premix category and evaluate the brand’s growth potential among young consumers.
As this was Vrumona’s first move into the low-alcohol segment, the team had limited knowledge of the category and its target audience. The research tested four different concepts to uncover who was buying the brand, why they liked it, and which concepts had the strongest appeal among Gen Z consumers.
The study provided valuable direction in a category that was still new to the business, helping identify opportunities to grow the trend beyond early adopters and position GiG for a more mainstream audience.
The outcome
Fast and affordable consumer insights to support internal decision-making
Across all projects, the research provides Vrumona with fast, actionable consumer insights that support internal decision-making and help validate assumptions with real consumer feedback. The studies deliver valuable direction for product strategy, packaging, positioning, pricing, and innovation across both existing and emerging categories.
By using Opeepl, Vrumona quickly gathers market feedback and uses consumer-backed evidence to support recommendations, strengthen discussions with B2B partners, and make confident, data-driven decisions in a fast and cost-efficient way.