Connecting a Global Food Company to American Tastes

Situation

In order to develop new marketing programs and additional flavor lines, an international food company wanted to better understand how Americans use one of its product categories.

Engagement

Over the course of two weeks we hosted an online community in which people across the country could share their current food habits, product usage, shopping experiences, emotional connections to the category and brand, and wishes for future products.

Results

The robust results from this research approach allowed the client to gain a deeper understanding of the issues surrounding the category, which in turn led to improvements in developing new products and marketing strategies.