How CPG Companies Thrive with Agile Qualitative Research 2/21/18

1. How CPG Companies
Thrive With Agile Research
Monika Wingate featuring Greg Rose

2. Your Speaker
Monika Wingate
CEO and Co-Founder of Digsite

3. Smarter, Faster Qualitative Research
Digsite Sprints SocialFind SmartReporting

4. Agile Teams Build Scale Quickly

5. Pictured left to right: Greg Rose, Robert Church, Bryan Riblett and Bella Tumini. (Photo by Cliff Endsley.)
https://www.bevindustry.com/articles/90662-suja-life-offers-holistic-natural-beverage-solutions?
Start With a Transformational Vision

6. Build a Unique and Relevant Value Proposition
https://www.forbes.com/sites/jjcolao/2014/01/22/suja-juice-the-unlikely-team-
thats-building-the-countrys-fastest-growing-beverage-company/#7a02b1e1710c

7. Create Amazing Consumer Experiences
The juices were absolutely delicious
and surprisingly kept me full
throughout the day. My first day I
couldn't even finish the last juice. It’s
not to say that I wasn't craving food,
but in general I wasn't starving. I would
definitely do the 3-day detox again.
- Georgette Yaipen
”This is one of the
very best tasting juice
cleanses I have done!
Loving each flavor.”
- KSH
https://ifocushealth.com/suja-juices-are-they-worth-the-hype/

8. Speed Is a Critical Brand Advantage
“When I think of the areas where we’ve added
value for Coke is we’ve been able to take a Zico
product, for example, from idea to market in
as quick as five months, four months, which,
for them, is really fast.”
- Jeff Church, CEO, Suja
https://www.sujajuice.com/blog/bevnet-suja-to-launch-kombucha-at-costco-this-month/
https://www.bevindustry.com/articles/90662-suja-life-offers-holistic-natural-beverage-solutions?

9. Q&A with Greg Rose, VP of Marketing at Suja

10. Evolve Messaging to Stay Relevant
https://www.youtube.com/watch?v=6dp2HgDYZ7g

11. Expand Offerings to Grow the Franchise
“For every flavor that we
launched, there’s about
five other creations that
we didn’t launch.”
- Bella Tumini,
Senior Brand Manager

12. Agile Qualitative Enables More Than Speed
Faster
decision
making
Achieve
better
outcomes
Inform more
decisions

13. Tips for Becoming More Agile
Focus on building
consumer empathy
and understanding
1
Experiment in market
when you can
2
Use rapid,
collaborative research
during development
3
Agile Exploratory Research Agile Experience Research Agile Optimization Research

14. What to Look for in Agile Qualitative Research
Speed (Kickoff to Results)
Quality Participant Targeting
Easy for Get Started and Get Results
In-Context Engagement
Ability to Learn and Iterate
Repeatable
Methods

15. Where to Implement Agile Research
Early Ideas Features/ Benefits Product Concepts Packaging Concepts
Shopping/Use
Experiences
Brand Positioning Ad Concepts Web/App Designs