ENGINE was able to offer an alternative to the DIY route the client was considering.
First, we set up a survey to quickly get a sense of brand perceptions in the category. To get the speed of a DIY tool, we leveraged ENGINE CARAVAN’s omnibus survey. This measurement focused on establishing the most important metrics – brand funnel KPIs along with a tight, focused list of functional and emotional drivers.
Next, we appended behavioral data. These data are observable online behaviors where we can uncover a lot of insights without asking consumers additional questions. That way, the client didn’t need to devote survey real estate, which takes time and costs money.
With the behavioral and survey data integrated, we were able to profile our clients’ and their competitors’ customers and non-customers on interests, online behaviors, including how they interact on social channels.
This data integration enhances the value of the survey data tremendously. Now we have a much more robust understanding of customers and non-customers – what topics they are interested in, how they feel about diet and health, where they go for information about food, ingredients, and recipes to ensure that the messages hit the right target in context.
All of these data and analyses provided guidance on marketplace opportunities and how to capitalize on them.