business case: what to ask, what to observe?

Using Neuromarketing to Grow the Specialty Cheese Category

How to improve the visibility and performance of the specialty cheese category?  Traditional survey studies do not reveal true shoppers’ behaviors, especially when it comes to visibility or brand recognition. 

Global dairy nutrition company Fonterra combined implicit and explicit methods to improve the visibility and the performance of the specialty cheese category. Behaviour Prediction & Insights Manager, Tomasz Soluch, will explain how a holistic research approach was successful in investigating shopper preferences.

According to Soluch, the value is in the right combination of asking the right questions and observing online behavior. He will share the business value of combining mobile eye-tracking, reaction time tools, and traditional surveys.


What the audience can learn:
- What to ask, what to observe?
- Combining insights from implicit and explicit research methodologies
- How to design your research for a combination of implicit and in-store research

See the full agenda for September 29
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