Consumer sustainability surveys that test claims before they reach the pack.

A consumer sustainability survey asks shoppers how important sustainability is to them, and how they judge the environmental and social claims brands make. Used before launch, the survey tests specific claims, pack wording and price premiums with the people who will see them on shelf. Nextyn runs each survey with the category's own shoppers and has researched shoppers in 85+ countries and 50+ languages.

A Nextyn consumer sustainability survey asks shoppers three kinds of question: whether each claim is believed, how much more they will pay for the sustainable option, and which wording reads as greenwash. The answers become three outputs, run before claims reach pack or media:

• Claim credibility ranking: every claim scored on belief and relevance to purchase
• Willingness to pay by shopper segment: the premium each segment accepts, and where resistance starts
• Greenwash risk flags: the claims and words shoppers read as exaggerated, with safer alternatives

Nextyn surveys and interviews the shoppers who decide whether a claim works: current buyers of the brand, buyers of rival brands, and shoppers who say sustainability shapes what they buy. Each study matches the sample to the category and the markets in scope, and uses three methods:

• Shopper surveys that score each claim and test price points by segment
• In-depth interviews and focus groups that explain why a claim is believed or doubted
• Pack and concept tests that show claims in context, as shoppers would see them on shelf

Nextyn runs consumer sustainability surveys in the United States and Canada, among other markets, and the retail and CPG practice has researched shoppers in 85+ countries and 50+ languages. Markets are agreed at scoping, since shoppers in each country read claims, wording and premiums differently. A multi-market survey tests the same claims in the local language of each country, so results compare like for like.

Nextyn recommends a consumer sustainability survey before a sustainability claim goes on pack or into media, before a sustainable range is priced, or when shoppers start to question a claim. At that stage claims and wording can still change for the cost of a study, not a reprint or a public correction. Nextyn sends a research plan within 48 hours of the brief.

A Nextyn consumer sustainability survey runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the claims, the category and the markets the survey must cover.
2. Receive a plan within 48 hours: who Nextyn will survey and interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together with the survey results, showing where shopper groups agree, where they conflict and what is still open.

Nextyn sends a consumer sustainability survey plan within 48 hours of receiving the brief, stating who will be surveyed and interviewed, how, and what the work costs. The plan sets the fieldwork length for the claims, markets and shopper groups in scope, so a one-country claim test and a multi-market study each get their own timeline. Nothing is commissioned until the client approves the plan.

Nextyn's consumer sustainability survey measures how one category's shoppers read and pay for a brand's own claims, while published sustainability statistics describe consumers in general. Published figures show how much consumers say they care, and the survey shows whether a specific claim on a specific pack changes what they buy.