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Instacart

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Breaking Down Barriers to Usage for Instacart through Applied Consumer Behavior Insights

After impressive growth during pandemic stay-at-home orders, Instacart sought to understand how to further grow its market share after becoming a publicly traded company. While the brand had ideas about audiences to target and potential barriers to increasing existing customer engagement and new customer acquisition, they worried that applying past approaches would fall flat. Instacart came to Material seeking a new way of assessing barriers to usage for prospective and existing customers that would better reflect real-world decision-making, more accurately predict the upside of addressing those barriers and position Instacart as the go-to brand for food and grocery delivery and beyond.
  • Custom-designed our approach after engaging with key stakeholders to align with Instacart’s unique needs and objectives
  • Deployed a national quantitative survey to understand barriers to usage and to size potential audiences
  • Developed a new quantitative methodology that mimicked a realistic customer decision-making process – walking respondents through barriers one at a time and then asking how likely they would be to use Instacart if a solution were applied
  • Created a streamlined digital tool that showed the incidence of barriers, the potential conversion resulting from removing barriers and the impact of removing different barriers in combination
  • Applied learnings from the national quantitative research into a qualitative journaling study, which further illuminated barriers to using Instacart in its UX/CX

Through our cutting-edge consumer behavior insights, we identified untapped consumer groups and new ways to engage with and convert existing customers. The tool continues to be used a year later to influence internal decision-making, and our insights have helped shape innovations to Instacart’s brand strategy. After seeing success with the new methodology in the US, we identified an opportunity to expand its impact and replicated the work in the Canadian market. Beyond its in-market success, our work with Instacart has also been recognized among other researchers through an external presentation at ESOMAR’s 2024 Science and Innovation conference. 

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