Leading CPG company learns about the negative emotions associated with meal planning

SITUATION
CPG client was seeking to understand people’s motivations and inhibitions about meal planning and preparation. Kraft Foods was also seeking to understand the role that the internet could play in helping families in the planning and decision process.

INSIGHTS
Resonance defined and measured the depth of negative, almost desperate feelings associated with meal planning, and dimensionalized the opportunity to provide help to those who were motivated to seek it.

IMPLICATIONS
Client can now deploy a targeted messaging campaign to provide different kinds of meal planning content to customers based on their motivational profiles. Findings are being implemented throughout the marketing process including packaging design, advertisement content and new product development.

RESULTS
Still being implemented, stay tuned.