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Comparing three
oat latte names

Explore a ready-to-drink oat latte study, from the original brief to the results. The responses below are simulated.

250 simulated consumers6 questionsU.S. coffee drinkers
The original brief
What do you want to find out? We're launching a ready-to-drink oat latte in a can. Which of three names, Daybreak, Oat & Co. or First Light, appeals most to coffee drinkers, and how do they feel about paying $3.99?
  • AudienceU.S. adults who drink coffee at least once a week
  • Responses250 simulated consumers
  • Questions6, written by InstaSights
  • ComparisonsGender and age
  • Price$49.99
The six survey questions
  1. How often do you drink ready-to-drink coffee products?Single choice · Daily to rarely or never
  2. How appealing is a ready-to-drink oat latte?Single choice · Extremely appealing to not at all appealing
  3. Which name is most appealing?Single choice · Daybreak, Oat & Co., First Light
  4. Rank these names from most to least preferred.Ranking · Daybreak, Oat & Co., First Light
  5. Which attributes fit your preferred name?Choose up to three · Fresh and energizing, natural and wholesome, warm and comforting, simple and straightforward
  6. How likely are you to buy at $3.99?Single choice · Very likely to very unlikely

An editorial reading of the example results

Oat & Co. leads narrowly overall

Oat & Co. receives 36% of first choices, First Light 34%, and Daybreak 30%. This gives Oat & Co. a small lead in the simulated sample, rather than establishing a clear winner.

Name preferences differ by age.

Among ages 18–24, 52% choose Oat & Co. Ages 45–54 lean toward Daybreak (46%), while ages 55–64 favor First Light (49%). These smaller groups offer directions to explore, not a guarantee of how a market will respond.

Purchase interest is mixed at $3.99.

At $3.99, 44% say they are likely to buy and 40% say they are unlikely. Expressed purchase intent in a simulated survey is not a sales forecast.

A possible next step

Take the strongest names for your intended audience into a pack test. Explore the price separately before committing to a launch.

Overall results

All six questions, with the full response distributions. Percentages are rounded and may not sum to 100%.

Q1. How often do you drink ready-to-drink coffee products?
Rarely or never
22%
Daily
20%
Several times a week
20%
A few times a month
20%
About once a week
17%
Q2. How appealing is a ready-to-drink oat latte?
Moderately
22%
Slightly
21%
Not at all
21%
Extremely
18%
Very
18%
Q3. Which name is most appealing?
Oat & Co.
36%
First Light
34%
Daybreak
30%
Q4. Rank these names. Share ranking each name first
Daybreak
41%
First Light
41%
Oat & Co.
18%

Average rank, lower is better: Oat & Co. 1.93 · Daybreak 1.99 · First Light 2.08

Q5. Which attributes fit your preferred name? Up to three
Natural, wholesome
51%
Fresh, energizing
48%
Warm, comforting
46%
Simple, straightforward
42%

179 responses after excluding 12 that exceeded the three-selection limit. Percentages use this question’s included responses. Data checks

Q6. How likely are you to buy at $3.99?
Very likely
23%
Very unlikely
23%
Somewhat likely
21%
Somewhat unlikely
17%
Neither
16%

Compare your audience groups

Explore name preference by age, then inspect the full table by age and gender.

All respondents · 250 simulated respondents

Oat & Co.
36%
First Light
34%
Daybreak
30%

Share choosing each name. Percentages are rounded.

Q3. Which name is most appealing? · Share of each group
Name Total Men Women 18–24 25–34 35–44 45–54 55–64 65+
Responses 250 123 127 46 36 44 37 37 50
Oat & Co. 36% 36% 36% 52% 31% 41% 32% 19% 36%
First Light 34% 34% 33% 20% 39% 32% 22% 49% 42%
Daybreak 30% 30% 31% 28% 31% 27% 46% 32% 22%

The leading name in each group is highlighted. The full workbook has this table for all six questions.

Individual response data

A preview of five simulated respondents. Completed studies include an Excel workbook with individual responses and results.

Individual responses · first five of 250 rows
Respondent Age Gender Q1 Frequency Q2 Appeal Q3 Name Q4 Daybreak rank Q4 Oat & Co. rank Q4 First Light rank Q6 Buy at $3.99
RESP-001 55–64 Male About once a week Not at all appealing First Light 3 2 1 Very unlikely
RESP-002 18–24 Male A few times a month Very appealing First Light 3 2 1 Somewhat likely
RESP-003 55–64 Male A few times a month Moderately appealing First Light 1 2 3 Neither
RESP-004 35–44 Male About once a week Not at all appealing First Light 1 2 3 Neither
RESP-005 65+ Female Rarely or never Extremely appealing Daybreak 1 2 3 Very likely

Download these five example rows (JSON)
A labeled excerpt of the displayed simulated responses, not the full study dataset.

Executive summaryQuestion resultsCompare groupsIndividual responsesQuestion guide

Checks on this example data

This preview illustrates the report format. Its response data include issues that matter when interpreting the results:

  • Question limit: 12 of the 191 responses to Q5 select all four attributes, although the question permits up to three. The attribute chart excludes these 12 responses and uses the remaining 179 as its base. This exclusion applies only to Q5; the original workbook is unchanged.
  • Different preference measures: the first-choice question favors Oat & Co. narrowly, while the ranking question has Daybreak and First Light tied for the largest first-place share. The two questions do not establish one consistent winner.

Inspect question wording and individual responses alongside any summary. This demonstration is not a validation study or a customer outcome. Read the worked interpretation.

Example study · Model-generated responsesAbout the research

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