Here They Go Again: Walmart Data Ventures Launches I-HUT Solution For Product Testing & Innovation

If you’ve been following along for awhile, we’ve been tracking the ongoing development of  Walmart Data Ventures’ Walmart Luminate offering (to be renamed ‘Scintillla’ early next month) closely (see here, here, here, and here) because it’s so emblematic of how the insights & analytics industry is evolving quickly. That pace of change continues apace, and they are starting 2025 out with a new offering (which I suspect will be the first of many this year). You can read about it here, but in this post I think I can add some more useful context.  

I recently sat down with Linda Lomelino, Group Director of Product Management at Walmart Data Ventures, to delve into the exciting advancements Walmart is making in the realm of customer-centric research. As Walmart continues to leverage its vast first-party data, the introduction of new offerings like In-Home User Tests (IHUT) and Research Services is set to revolutionize how suppliers innovate and connect with their customers. The following draws on that conversation and materials Linda and her team shared with me. 

Revolutionizing Product Innovation

Walmart Data Ventures is at the forefront of integrating customer insights into product development. Linda shared, “Walmart Data Ventures is empowering suppliers through new customer-centric research offerings.” This empowerment stems from the ability to harness reliable behavioral insights combined with first-party customer feedback from a verified, double opt-in community. In today's competitive marketplace, where up to 38% of general survey data is unreliable and over 80% of new products fail to meet KPIs, this approach provides suppliers with the confidence they need to innovate effectively.

Introducing In-Home User Tests (IHUT) & Research Services

One of the standout offerings is the Early Access for In-Home User Tests (IHUT). Currently, IHUT provides expert service groups to assist clients, and soon, DIY options will be available for customers to launch their own projects with limited support. Linda emphasized, “IHUT allows us to gain invaluable insights around pricing, efficacy, messaging, and more, enabling suppliers to test and innovate with speed based on their findings.”

IHUT leverages Walmart’s verified consumer community, encompassing both digital and in-store shoppers. This ensures high-quality, granular targeting based on real purchase history, high engagement, and massive scalability. The world-class Walmart fulfillment system handles all product shipping, guaranteeing fast, easy, and scalable delivery of products.

Additionally, Walmart Data Ventures also launched Research Services last year, an expanded offering designed to empower suppliers to harness valuable customer insights without being market research experts. Our services are flexible and customized to address your specific needs, ranging from full-service to strategic consulting. By tapping into the expertise of Research Services, suppliers can deepen their understanding of customers by employing a mix of quantitative and qualitative data collection methods, including diaries, surveys, and traditional monadic tests, accommodating ad hoc, tracking, and longitudinal studies.

Success Stories: Duracell and Ferrara Candy Company

Duracell recently participated in an early IHUT, testing their new paper-based packaging—the first major packaging change in over 60 years. Lauren Carruth, Senior Manager of Shopper Insights at Duracell, noted, “The Walmart Luminate team provided us with a seamless research experience that provided invaluable insights. 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.”

Similarly, Ferrara Candy Company utilized Research Services to gather critical customer insights. Julie Darmon, Senior Manager of Sales Strategy and Integrated Channel Planning at Ferrara, shared, “The Walmart Luminate Research Services team was extremely helpful in maximizing the value of Walmart Luminate’s research capabilities, closely guiding us through the survey process. This high-touch approach ensured we captured actionable feedback from our intended target audience.”

Impressive Results and Future Growth

The impact of these offerings is evident. Seventy percent of Walmart Luminate subscribers have leveraged a range of research methods, driving a nearly 349% increase in revenue from research projects and a 229% increase in projects year over year. In 2024 alone, Walmart captured over 3.4 million responses from verified customers in the Walmart Customer Spark Community, a number that continues to grow as more suppliers recognize the value of these insights.

Linda added, “As we enhance and expand our research offerings, we’re continuing to invest in the growth of the Walmart Customer Spark Community, which increased 30% in the last year. This community is unique to the industry, made up of invite-only, verified Walmart customers who have double opted-in to contribute their feedback.”

Looking Ahead

With the introduction of IHUT and Research Services, Walmart Data Ventures is making significant strides in embedding the customer voice into every stage of product development. This customer-centric approach not only helps suppliers innovate faster but also ensures that every product hitting Walmart shelves meets—and exceeds—customer expectations.

As they move forward, the continuous investment in these offerings promises to deepen their understanding of the Walmart omnichannel shopper, driving success for their valued suppliers and solidifying Walmart’s position as a leader in data-driven product innovation.

So, what does this mean for the industry as a whole?  Walmart's strategic foray into primary research through Walmart Data Ventures marks a significant shift in the market research landscape. By leveraging its vast first-party data and robust infrastructure, Walmart is not merely adding another service to its portfolio but redefining the role of a traditional retailer in the insights ecosystem. This move challenges established market research firms to innovate and adapt, pushing the industry towards more integrated and data-driven approaches.

For suppliers, Walmart's offerings like In-Home User Tests (IHUT) and Research Services provide unprecedented access to authentic consumer behaviors and preferences directly from one of the world's largest retail networks. This level of access can enhance the precision and relevance of market strategies, offering a competitive edge in product development and marketing initiatives.

Suppliers and traditional research providers, on the other hand, must recognize the evolving expectations of clients who now have alternative avenues for acquiring high-quality, actionable insights. Collaborations or integrations with platforms like Walmart Luminate may become essential for traditional firms to stay relevant and meet the comprehensive needs of their clients.

Overall, Walmart's continued push into primary research underscores a broader trend of convergence between retail operations and data analytics. It exemplifies how large organizations can harness their unique assets to offer specialized services that not only benefit their ecosystem but also set new benchmarks for the industry. As the lines between retailers and research firms blur, the market research industry is poised for transformation, driven by innovation, accessibility, and a deeper integration of real-time consumer data.