How One Chocolate Company Revamped a well-loved Classic
A global chocolate company wanted to speak with consumers in the United States about a well-loved classic that was rolling out a new snack and, with it, a new packaging. They wanted feedback on how consumers perceived and used their product and its new packaging.
The client started each one-on-one session with a conversation about perspectives on snacking and purchasing. Following these conversations, they asked the consumers to use the product on camera. They wanted to see how consumers opened the packaging and ate the product. Due to elevated costs and time inefficiencies, it was prohibitive to travel to different markets to watch this consumer behavior. Instead, they shipped the product to consumers’ home in advance so that they could watch consumers as they opened the packaging and consumed the product on camera. Over the span of one week, they connected one-on-one with 30 consumers over live video using Discuss.io.
Using Discuss.io, the client was able to find regular users (purchased at least once a month) and light users (have purchased before) and engage in a conversation with them about the product over live video. Through these conversations, they were able to learn of consumers’ preferences around topics like flavor, healthiness, convenience, and snacking behavior. Furthermore, by sending the product to the consumers’ homes, they were able to watch how consumers interacted with the packaging and consumed the product. As a result, these conversations and observations informed marketing decisions at a significantly faster rate than previously possible by traditional, in person methods.
Discuss.io enables brands to make better business decisions by engaging directly with consumers through real-time conversations. Using live video, brands are able to connect face-to-face, online, in order to achieve a rapid and deep-seated understanding of consumer perspectives and behaviors. This “agile empathy” encourages brands to make better real-time decisions, leading to reduced time to-market, successful products, and more effective marketing. The Discuss.io proprietary platform erases geographic barriers, expanding brands’ global reach and equipping them with a cultural and contextual understanding of the consumer populations that they target. Today, Discuss.io is powering consumer connection and empathy programs at many of the world’s leading brands. The company is headquartered in Seattle, WA, USA. Please visit diomktgstg.wpengine.com for more details.