--- title: How Dannon Brought New Innovation to an Outdated Flagship Brand description: Read about Dannon's approach and methodology in our newest case study How Dannon Brought New Innovation to an Outdated Flagship Brand. image: https://www.digsite.com/hubfs/Blog%20Featured%20Images%20and%20LinkedIn%20Ads%20(5).png --- [![03 Digsite by QuestionPro - M](https://www.digsite.com/hs-fs/hubfs/03%20Digsite%20by%20QuestionPro%20-%20M.png?width=131&name=03%20Digsite%20by%20QuestionPro%20-%20M.png)](https://www.digsite.com/)         # How Dannon Brought New Innovation to an Outdated Flagship Brand - [Tweet](https://twitter.com/share) With over a decade of media silence, Dannon’s Fruit on the Bottom flagship brand had become “outdated and boring” in the eyes of consumers. Dannon needed a fast, cost-effective way to have extensive, ongoing conversations with consumers.  The downside of having one of their traditional focus groups or a flat, online survey is that they would only get a snapshot in time from one single audience. These methods didn't offer the ability to build on questions over days, so they turned to Digsite to collect insights that would breathe new life and innovation into their classic brand. The Objective  Dannon wanted to jump-start their Fruit on the Bottom brand for the first time in 14 years by exploring innovation ideas. They wanted to understand: - *Who is the target audience?* - *What does the target audience look for in yogurt? * - *How can Dannon address their needs and desires?* - *How will Dannon communicate to this target audience?*   The Approach - Two Sprints Digsite created two Sprint communities with Dannon’s input to observe and engage with recruited participants and made adjustments based on the ongoing results. Over 70 participants were selected via social media using Digsite’s SocialFind™ process, with an emphasis placed on parents who regularly consume yogurt and have kids 8-12 years old. ![case study and ebook images](https://www.digsite.com/hs-fs/hubfs/case%20study%20and%20ebook%20images.png?width=721&name=case%20study%20and%20ebook%20images.png)   [![dannon case study](https://www.digsite.com/hs-fs/hubfs/dannon%20case%20study.png?width=257&name=dannon%20case%20study.png)](https://www.digsite.com/download-dannon-case-study)   Read about Dannon's approach and methodology in our new case study:* [How Dannon Brought New Innovation to an Outdated Flagship Brand. ](https://www.digsite.com/download-dannon-case-study)* * Learn how they got valuable feedback on their packaging design, product statement, mood of messaging and ingredients to fuel their first campaign around the Fruit on the Bottom brand in over a decade. * [![Get the eBook](https://no-cache.hubspot.com/cta/default/2732548/0b201a41-ac49-4d55-9fb3-67349957c3f2.png)](https://cta-redirect.hubspot.com/cta/redirect/2732548/0b201a41-ac49-4d55-9fb3-67349957c3f2)     ## Subscribe to our newsletter to stay up-to-date on all things Digsite! ![newsletter](https://www.digsite.com/hubfs/newsletter.png) Sign up for our monthly newsletter to get our new blogs, webinar invites and other handy resources sent directly to your inbox so you can stay current on agile insights and innovation trends. Subscribe Topics: [Market Research](https://www.digsite.com/blog/topic/market-research), [Quantitative Research](https://www.digsite.com/blog/topic/quantitative-research), [Iterative Insights](https://www.digsite.com/blog/topic/iterative-insights) ![Monika Rogers](https://www.digsite.com/hubfs/Monika%20Wingate%20Headshot-1-1.png) ### Monika Rogers Monika Rogers is the CEO and Co-founder of Digsite. She has more than 20 years of marketing, innovation and market research experience, including positions at General Mills, Pillsbury and the A.C. Nielsen Center for Marketing Research at the University of Wisconsin-Madison. ![Digsite White Logo 2020](https://www.digsite.com/hs-fs/hubfs/Digsite%20White%20Logo%202020.png?width=697&name=Digsite%20White%20Logo%202020.png)   **[About Us](https://www.digsite.com/about-us)** **[Product](https://www.digsite.com/product)** **[Pricing](https://www.digsite.com/pricing)** **[Blog](https://www.digsite.com/blog)** **[eBooks](https://www.digsite.com/ebooks)** **[Case Studies](https://www.digsite.com/case-studies)** **[Contact](https://www.digsite.com/contact-us)** **[Careers](https://www.digsite.com/careers-digsite)** **[Press](https://www.digsite.com/press)** **[Login](https://user.digsite.com/login)**   **Exclusive eBooks** - [How to Get the Most Out of Your Concept Testing](https://www.digsite.com/how-to-get-the-most-out-of-your-concept-testing-ebook) - [Innovate Faster with Jobs-to-be-Done Research](https://www.digsite.com/innovate-faster-with-jobs-to-be-done-research) - [Ready, Aim, Fire: A Guide to Agile Insights for Consumer Product Teams](https://www.digsite.com/agile-insights-guide-1) - [How to Conduct Market Research During the COVID-19 Era](https://www.digsite.com/how-to-conduct-market-research-during-the-covid-19-era) - [![](https://www.digsite.com/hubfs/LinkedIn-Digsite_White.svg)](https://www.linkedin.com/company/digsite-inc-) - [![](https://www.digsite.com/hubfs/Twitter-Digsite_White.svg)](https://twitter.com/mydigsite) - **©Digsite 2020** - [Privacy Policy](https://www.digsite.com/privacy-policy) - [Sitemap](https://www.digsite.com/sitemap) - [Terms & Conditions](https://www.digsite.com/terms) - [Security](https://www.digsite.com/hubfs/Security.pdf)