In the last 12 months, many brands have moved towards digitally connected research, where they’ve found it gives them exactly what they need to make better strategic decisions, at speed, with less investment.
For example, when our client, a leading global food manufacturer, wanted to create a global brand it meant they needed global insights at scale.
We accessed thousands of their consumers and food operators across 6 countries to conduct deep dive insight into both the retail and foodservice channels to learn what consumers and restaurant buyers THOUGHT. We captured the brand & product associations for both consumers and the restaurant industry, to understand how the brand could show up globally in a united message that had meaning, with locally relevant activations. We then validated the brand ideas that were developed from the insight discovery and identified the most potential for the new global brand communications.
Digitally connected research methods also mean you can capture end-to-end insights when developing and testing new innovations. Meaning you’ll know what you put into the market will meet consumer needs provide your business with confidence and proof it will work.
Such as when another global food manufacturer client wanted to test two new innovation concepts to decide which would be the most commercially viable.
We ran two different ads on social media to feed consumers into the study, asking them to shop for the new products on a fully mocked up ecommerce site, complete with category choices and competitor products to give a real-life shopping experience to see what they DID.
We then surveyed them to learn more about what they FELT and WANTED from new offerings before sending them a test product to capture how they consumed the relevant concept at home.
If you would like to know more about how you can harness the benefits of digitally-connected research now and in the future please click below to learn more.