With over a decade of media silence, Dannon’s Fruit on the Bottom flagship brand had become “outdated and boring” in the eyes of consumers.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.
Johnsonville had a solid consumer insights department but relied solely on custom research suppliers. They realized that they could stretch their research budget even further without sacrificing quality by introducing more technology-driven research capabilities. Using Digsite’s on-demand methods for exploratory and early validation research has allowed them to answer more business questions much faster. Starting with a blank slate and no history of DIY research, their organization can now quickly inform decisions that wouldn’t have gotten attention in the past.
Back in 2015, the use of online qualitative market research was pretty low. Digsite was first designed as an alternative to virtual focus groups that tapped into the type of social media engagement most people were (and still are) accustomed to. Six years later, a lot has changed, but our ability to help companies innovate by engaging and iterating with targeted consumer groups is still the driving force behind our work. Research technology continues to evolve, and we practice what we preach by constantly introducing better, faster and stronger features and capabilities.
Consumers are far from being "back to normal" and they’re testing the waters going back to their pre-COVID activities. This next post-vaccination year, we will likely see just as much change as we did during the pandemic itself. A recent Digsite research study uncovered which activities, products and services consumers want to keep and their direct thoughts about how their life changed. Before we get into those results, we wanted to talk about how we as Insights Professionals are evolving to address continued, rapid marketplace change.
Qualitative research is essential to solving today's business challenges that are socially intricate, involving changing behaviors and subtle interdependencies. More flexible qualitative methods can help guide faster and more accurate business decisions, and have proven to be essential for client-side teams.
Rapid consumer behavior changes, shifting budgets and remote work have created new challenges for consumer insights pros. In this blog post, I share conversations with three industry leaders who discuss their top challenges and their plans for overcoming these challenges.