CLIENT COMPANY

A large multinational management consulting firm was to study consumer tastes related to a specific type of product on behalf of an Italian multinational food company, their client. To this end, we were contacted to conduct a survey of the type Detective On Demand, in which the client knew exactly what he needed and asked us to investigate a specific topic. Therefore, our analysis was conducted on the basis of market research for a new product launch.

STARTING GOALS:

The client was considering launching a new product line. Therefore, the goal of the survey was to complement the results of interviews and focus groups (conducted by the consulting firm) with insights from social media.

In fact, it was very important for the company to get accurate results about consumer preferences, in terms of ingredients and quality of products in the category, but also the most cited and liked competing brands.

MARKET RESEARCH

After setting up the KPIs and the project scope (in English),
with the network’s listening tools
we monitored all conversations about this type of food. Subsequently, they were collected so that they could be classified by product category, time and place of consumption. Among the conversations it was, therefore, possible to identify:

  • the sentiment(Learn more here!)
  • the most cited brands
  • the most interesting ingredients
  • the most frequently used attributes
  • The events and type of topics that are able to engage consumers the most
  • And in addition, key influencers.

ACTIONABLE INSIGHTS AND ACHIEVEMENTS

Finally, the survey conducted revealed a large number of very important insights into the specific type of product in a given European country.

Similarly, on the basis of the findings it was possible to provide the client with a solid foundation for strategic choices for the launch of the new product line.