Results
The combination of qualitative and quantitative insights, paired with a mobile-first conversational approach, led to increased engagement from Gen Z and a 700% boost in the length of verbatim responses.
Kellanova was impressed not only by the depth of insights from the qual components of the research design, but also by the fact that they did not have to give up any of the study’s rigor! They relied on the quantitative analyses to narrow their list of territories down, but ultimately, it was the nuances within the qualitative data that helped them pick the one territory to fully pursue for their 2025 launch.
Had it not been for the ability to gather quant and qual together and engage with their target audience in a modern and meaningful way, it’s possible that Kellanova would be launching an entirely different product next year! Instead, they had a winning territory they felt confident about, which you’ll see on shelves soon.