We’ve all run concept tests before, looking for data that indicates you have the next big thing and will change the consumer landscape. And then when the data comes back, you see that the purchase interest scores all group together with little to no differentiation. There is no clear prioritization or clarity around what’s happening in consumers’ minds. At your next gate meeting, the big question you get from leaders is, “Well, is that a good score?”
When you aren’t testing groundbreaking innovation, sometimes success is a bit more subtle – bringing in new consumers with a brand extension, trading consumers from a competitor to your brand, getting them to trade up to a larger pack. In a fast-paced environment, it’s great to have a trusted vendor – even better, one that allows you to have easy, intuitive access to the data in the moment. When you’re meeting with the brand manager, imagine not having to say “I’ll get back to you” but rather “Let’s take a look together.”
At Dig Insights, we enable insights professionals to do exactly that. We work closely with Michelle Schmiesing and her colleagues at Hershey’s to get the insights needed, through both a summary of the data upfront as well as tools that allow them to dig deeper. Through our proprietary TURF and Upsiide platforms, Michelle and the larger insights team at Hershey’s have the ability to understand cannibalization and sourcing, maximize portfolio reach and analyze subgroups with just a few clicks.
Join Kevin Hare, EVP at Dig Insights, and Michelle Schmiesing, senior manager of consumer insights at Hershey’s, as they walk through what this new approach to concept testing looks like at Hershey’s.
Key takeaways:
Speakers:
4662 Slater Road
Eagan, MN 55122
(651) 379-6200
