Kids are finnicky and school lunch is a hard nut to crack. Cargill and 20/20 Research will show how they tapped a cross-functional internal team to observe and report on critical behaviors when and where they occurred within the complex K–12 channel.
Shadowing customers allowed us to witness practices as they naturally unfolded, revealing subtle and subconscious nuances that led to meaningful insights . . . insights that would have been lost if left to recall or self-reporting.
We will show and tell how we engaged our internal team to ultimately produce innovative, targeted solutions grounded in the voice of our customer whose top priority is to increase kids’ participation in school lunch and breakfast.
This session will demonstrate to marketers and insights directors how including and engaging team members to become active researchers advanced our journey to customer-centric concepts faster, including:
- How to engage the team
- Optimizing learning to capture keen observations and compensating behaviors
- Translating observations into customer empathy for real understanding and creative inspiration
- Leveraging learning to develop targeted, innovative solutions and products; understanding and activating on true “problems to be solved”