REAL Insight has specialized in in-context, behavioral qualitative research for over 30 years, working closely with General Mills for 25 of those. A key method to understanding new product and package performance at the first moment has been in-store intercepts. The pandemic’s emergence in early 2020 immediately disrupted this method and created a significant learning gap that needed to be solved for, given existing constraints. REAL Insight and General Mills’ In-context Experimentation (ICE) team rolled up their sleeves and partnered to find solutions. REAL Insight uncovered two novel qualitative approaches (virtual and mobile) that ICE was able to bring back to the organization, collect feedback, sell-in to key CMI stakeholders, champion a pilot, and ultimately endorse these new methods.
Attendees will learn:
1. How a close client/supplier collaboration can produce value
2. The journey from solution development to org. integration
3. Some lessons WE learned along the way