To address these challenges, McCormick partnered with Reach3 Insights to launch Flavor Nation 2.0, a global insight community designed to deliver fast qualitative and quantitative insights from flavor enthusiasts.
Powered by the Rival Technologies platform, this insight community offered:
Mobile-first platform: McCormick switched to mobile surveys, making it easier to engage >2,000 flavor enthusiasts across the U.S., Canada, and Australia quickly and conveniently.
Conversational research: The surveys felt more like casual chats, using emojis, GIFs, and videos to create an engaging and fun experience.
Rich feedback: McCormick collected not just data but also videos and photos, giving a more complete picture of consumer behavior.
Global reach with real-time insights: McCormick could now gather insights from multiple markets, with instant feedback helping them make faster decisions.
Kelsey said, “I love getting the questionnaires and the surveys back from these guys to review because it just looks and feels so much like conversations I have with my family and friends through text messaging.”
The new platform delivered big wins:
✔️ 46% response rate, nearly double that of traditional surveys.
✔️Expanded insights across three key regions: the U.S., Canada, and Australia.
✔️ Real-time feedback allowed McCormick to react quickly to market changes.
✔️ Stronger consumer connections through personalized, multimedia-driven insights that shaped product innovation and marketing strategies.
Now, McCormick is conducting a wide number of studies through the solution, such as:
Pantry audits: community members shared photos of their spice storage, helping gain insights into how products are used and stored in everyday life.
In-store product assessment: participants visit stores to share their reactions to new products, allowing the team to evaluate packaging, shelf placement, and initial impressions.
Messaging testing for new ad campaigns: community members provide feedback on potential taglines for upcoming campaigns, allowing message refinement based on consumer preferences.
Flavor Nation 2.0 transformed McCormick’s approach, allowing them to stay closely connected to the fast-moving world of flavor.
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