Campbell Soup: Gaining Customer Insights Through Marketing Research
(11 pages of text)
In early 2008, Campbell Soup Company, a global food and beverage enterprise, is experimenting with a new way of understanding the mindset of its consumers. This has been prompted by the stagnation in sales of its soup products in the United States, its home market, where the soups category has matured. For decades, the company’s focus in marketing research has been on tracking how the end users, having bought its soup products at stores, consume them at home. But now, it is keen on tracking the shoppers while they are searching the retail aisles. The company is planning to deploy the techniques of consumer neuroscience, a relatively new discipline, for this purpose.
This case is suitable for a core marketing course or an elective course on consumer insights or marketing research at the advanced undergraduate, MBA, or EMBA level. It provides an opportunity for students to approach the following questions:
- What are the options available to a company in terms of data collection for marketing research?
- What are the considerations involved in the choice of a particular option?
- How should a company utilize the information generated in the course of marketing research?
- What are the ethical issues surrounding consumer neuroscience?
United States, Large, 2008
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