The presenters will share insights from primary research on anticipated changes to U.S. shopping behaviors during the peak of the first COVID wave. Crucially, the study revealed polarizing behaviors in categories like snacks & beverages.
They will then share a more recent case study with Kellogg's, aimed at predicting the impact of the pandemic on the long-term trajectory for the snack bars category, using data such as geolocation and stringency as well as occasions research. It confirmed the anticipated polarization and revealed the need for deeper portfolio and consumer segmentation to inform strategy in a post-pandemic world.
- How to use data to understand and predict the impact of COVID
- How to go beyond averages and segment the market to get it right
- KPIs to inform early corrective actions