Boosting Consumer Engagement for 3M

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“This was my first time using this implicit explicit work. So it was another layer, digging a little bit deeper, and taking a pause to think about how we’re being very intentional and applying the different features and benefits in different places.”

Jen Higgins, Marketing Manager, Scotch Brands

Client Stories

Boosting Consumer Engagement for 3M

3M collaborated with us at InsightsNow to evaluate the impact of on-pack claims on consumer behavior for their new product, Scotch Cushion Lock Protective Wrap. Using implicit testing, the study identified the most effective claims by balancing functional and emotional elements. This approach enabled 3M to refine their messaging and choose the most engaging claims to promote sustainable practices.

A Behavioral Shift in Claims Testing

The study employed our Claims Testing methodology, which uses implicit testing to uncover unconscious biases. Participants, including regular purchasers of packing products and online marketplace sellers, engaged in a blind evaluation through a visual metaphor exercise. This provided deeper behavioral insights and ensured relevant feedback.

Deeper Insights for Greater Impact

The Implicit/Explicit test revealed nuanced differences between subtly nudging and overtly disrupting consumer behavior. While nudging subtly encourages desired behavior subconsciously, disrupting drives entirely new actions. For 3M, identifying claims that were both relevant and disruptive was crucial. The implicit testing uncovered the strongest combinations of claims that resonated emotionally and functionally with consumers.

Optimizing Consumer Engagement

The research analyzed implicit behavioral scores to determine the optimal on-pack claim bundles. This analysis helped 3M select the most effective claims to nudge and disrupt consumer behavior, ultimately driving the desired engagement toward their sustainable packaging solutions. Implementing these insights globally ensured that Scotch Cushion Lock Protective Wrap stood out on the shelf and aligned with consumer values.

Indulgent and healthy, is it possible? Innovating Snacks for Ülker

“Using consumers to create concepts provided strong and consumer relevant results. In most cases, layering on healthy aspects did not detract from concept performance”

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Photo courtesy of Bazar Al Halal

Client Stories

Indulgent and healthy, is it possible? Innovating Snacks for Ülker

A collaborative effort highlighting the power of agile innovation in meeting consumer demands while maintaining brand identity and product appeal.

Healthier Products with Great Taste

Ülker, a leading Turkish confectionery company, sought to innovate their O’lala Souffle dessert line by introducing healthier options. The challenge was to maintain the indulgency while pivoting towards a clean label approach. To achieve this, Ülker partnered with us at InsightsNow, International Flavors & Fragrances (IFF), and consulting firm CuliNex. The goal was to develop and evaluate new concepts with lower sugar, higher protein, and healthy fruit flavors.

Dynamic Innovation

To address this challenge, we employed agile innovation sprints, a dynamic design-thinking methodology encompassing all aspects of product and taste design.

Here are the key steps:

1. Analyze and Scope: We scoped out the project parameters and goals, setting a clear path forward.

2. Empathize and Clarify: Using our PlayFULL Insights™, participants engaged in immersive storytelling through 3-D modeling exercises, capturing authentic consumer insights and future aspirations.

3. Explore and Ideate: We brainstormed and prototyped healthier and indulgent concepts.

4. Develop and Test: Through behavioral tournament surveys and our Implicit/Explicit Test™ we gathered iterative consumer feedback, providing a calibrated classification of consumer reactions.

5. Prepare to Implement: We formulated actionable plans based on the insights gathered, guiding Ülker towards the most promising product concepts.

Throughout the process, the team focused on understanding consumer perceptions of clean label claims and the sensory drivers of indulgence. The implicit testing provided a quantifiable measure of consumer preferences, ensuring that people would love the chosen concepts.

Snacks that People Love

The agile approach delivered several high-performing concepts, with a blend of traditional indulgent and healthier options. Key insights revealed that while consumers showed interest in healthier ingredients, indulgence still had a strong appeal: the low sugar claim did not resonate well, while positioning the snacks as a source of protein did.
These findings enabled Ülker to refine their product communication and ingredient choices. The new snacks balanced indulgence with healthier attributes for market success, demonstrating the effectiveness of agile market research in product innovation.

Powering packaging decisions to win the moment for Tofurky

“InsightsNow’s comprehensive predictions for consumer acceptance helped justify investment in new manufacturing equipment and development processes.”

– SVP Growth and Innovation, Tofurky

Client Stories

Powering packaging decisions to win the moment for Tofurky

Needing to optimize their packaging and shelf placement decisions to motivate consumer purchases, Tofurky, one of the largest producers of vegan plant-based proteins in the U.S., sought our behavioral expertise for help.

Pivotal packaging decisions

Tofurky faced the challenge of making expensive packaging decisions for their innovative plant-based deli slices. Traditional survey research is often devoid of context to provide relevant insights. So, they required a solution that quickly provided behavioral insights to best understand the impact of packaging options in the context of meat products or competitive meat alternatives.

The process of uncovering behavioral insights

Our behavioral experts designed an accessible, winning solution. First, we established a baseline category choice for the original package design within shelf sets. Following, we used our patent-pending Implicit/Explicit Test™ to uncover subconscious perceptions and emotions for one of three alternative designs — and again measured category choices. Baseline comparisons measured LIFT with diagnostic insights to understand why.

The right packaging to motivate and win in the moment

Our moments-based approach uncovered the packaging design significantly improving category LIFT in the context of different shelf placements. Traditional liking and ranking offered little difference between packaging concepts. But our Implicit/Explicit Test™ uncovered significant whys of LIFT for a less expensive soft tray for both placements. The results provided the confidence the Tofurky team needed in deciding where to invest for marketplace success.

Accelerating time to market through a moments-based approach to co-design with Campbell’s

“In one month, we were able to translate the concept into a product footprint enabling commercialization in seven months.”

– Menexia Tsoubeli, VP R&D Fresh Campbell’s Soup

Client Stories

Accelerating time to market through a moments-based approach to co-design with Campbell’s

Seeking to solve one of the biggest challenges in product innovation and marketing — translating a brand’s promise to product requirements — Campbell’s, a global manufacturer and marketer of high-quality foods and simple meals, came to us to power a solution.

Fast and effective product innovation

With an aggressive goal of launching a new soup line in less than six months, Campbell’s required a solution to rapidly and cost-effectively develop concepts that consumers recognize as meeting the brand promise. It’s a complex challenge to define and translate emotionally significant elements into products. Rooting decisions in metrics such as preference does not power the product and brand alignment that is needed to create concepts for long-term success.

A behavioral transformation of co-design

Our unique moments-based behavioral approach was just the right solution to define product concept requirements swiftly and successfully for Campbell’s. Their team embraced our moments-based approach that primed participants into their most relevant soup moments. This powered our rapid, iterative methodology to identify cues that can be designed into soups which signal vibrant, generous, delicious, hearty and homemade.

Familiar with a twist

Over three days, our experts led the Campbells team and target soup consumers on an inspirational journey to bring concepts to life. Ultimately, the new soup line was a win for Campbell’s — with first-year product performance exceeding expectations and leading to a line for national launch. Further, what the Campbell’s team learned from our approach will continue to advance their innovation process.

Product Design and Development

Recorded: October 26, 2023

Product Leaders team up to solve the biggest threat to product innovation – VUCA!

Host:

Dolores Oreskovich

Kris Wright

Brian Briskey

Dave Lundahl

Recording Date: Thursday, August 17

What cues tell you it’s a genuine Nutella, Reese’s or Pringles brand?

You will learn:

Presenter:

Greg Stucky

Client Stories

Innovators winning the hearts of consumers.