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.