Community 2.0: How McCormick evolved their insight community to better connect with consumers around the world

Room 2 | 2:15 pm - 2:45 pm | Wednesday, July 19, 2023

McCormick is a global leader in flavor the largest producer of spices and seasonings worldwide. To connect with consumers, they established an online community of Flavor Enthusiasts in 2015 and have since conducted over 100 studies through this asset.

Fast-forward to 2022, when McCormick was looking to evolve their existing U.S. community into a next-gen global community that leveraged the latest technologies and techniques to drive actionable faster insights. By partnering with Reach3 Insights (and utilizing Rival Technologies), McCormick was able to pivot to a mobile-first, multi-market community solution. The new community is helping them continue to leverage a variety of research techniques while reducing their time to insights and building deeper connections with their core consumers.

In this fun and engaging session, we’ll share how this iconic brand is using the power of mobile, conversational insights to spice up its community approach.

Key takeaways:

1. Conversational research exercises seamlessly blend immersive quant, qual and video techniques which yield deeper, richer insights.
2. SMS notifications can be leveraged instead of e-mail to facilitate faster and more in-the-moment responses from your community – domestically and globally.
3. Innovative mobile and video deliverables can help to better engage stakeholders and deepen their understanding of insights.
4. You can “trim the fat” in your traditional insight community by removing underutilized components (e.g., portals).

Bonus reason to join: We promise NOT to mention ChatGPT anywhere during our session!

Case Study Consumers Joint Presentation