Chobani + Qualtrics

“Qualtrics helps us be perfect in what we deliver to consumers.”

Watch Customer Story

Chobani Achieved

#1
yogurt
brand

Faster
research
time

Increased
market
share

Chobani was founded in the US in 2005, with the belief that people have great taste; they just need great options. It is this belief that brought Chobani to Australia—home to a nation of people passionate about food and some of the best milk in the world. Since its national launch in Australia in 2012, Chobani has become Australia’s fastest growing yogurt brand, reshaping the Australian yogurt category with a yogurt uniquely crafted using an authentic straining process.

Industry

Food & Beverage

Region

APAC

Company Size

Medium

Business Type

B2C

Overview


In order to drive growth in the crowded and highly competitive food industry, you need to identify product opportunities that no other manufacturer has managed to identify. Chobani used Qualtrics Experience Management to bring innovative new products to the Australian market.


How do you
drive growth
in a crowded
market?

GETTING MORE EXPERIENCE
DATA IN THE MIX

Along with an expansive field marketing program, experience data was an essential part of Chobani’s product and brand experience strategies in Australia.

But before using Qualtrics, they only received data quarterly in the form of a brand health report. It didn’t provide the numerous and timely insights they needed to find new opportunities and to avoid product experience missteps. In order to innovate at the speed of the market, Chobani invested in Qualtrics so that they could empower their internal team to run more and faster studies, and avoid experience gaps.

STOCKING SHELVES WITH NEW
PRODUCTS PEOPLE LOVE

Chobani used Qualtrics to test their ancient grains product, which combines yogurt and healthy grains in a convenient pouch. From consumers they learned that the product would be popular among those who don’t normally eat breakfast. So by bringing something new to market, they were able to attract all-new business (and provide new business to retailers stocking the product).

Through their quick-turn research, Chobani also learned that were some changes they could do to make the product experience perfect. For example, they heard from initial testers that the cap was difficult to open. Chobani worked with their packaging partner to make a timely adjustment, closing this experience gap.

In addition to discovering new product opportunities, Qualtrics helps Chobani make better advertising decisions in Australia. For example, they ran a TV campaign in Adelaide when they launched a U.S. crossover product, “Flip.” Operational data told them that they had a boost to sales in that region, but it was the Qualtrics experience data that helped Chobani affirm that the TV campaign was a driver of those increased sales.

Chobani is now running an ongoing brand tracker to ensure that they’re continuously monitoring brand awareness and equity. With all their operational and experience data together, they’re going to be able to predict which products and marketing campaigns will resonate with tomorrow’s customer.

Bottom Line


Damian Young

GM Marketing

Chobani + Qualtrics

“Qualtrics Experience Management is
changing the way we do things. At any
moment we can talk to consumers and find
out what they want, why they want it, and
what we can do next to make them happy.”

CHOBANI IS MAKING BETTER FOOD FOR MORE PEOPLE

Make better products
with Qualtrics

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