By strategically implementing a multi-step research approach, Campbell’s first took the time to understand how consumers were interacting with the salty snacks category and key Campbell’s salty snacks products in-store today. Then, with an informed understanding of what drives success for both the salty snacks consumer and category, Campbell’s next prepared to use augmented reality to test a new, innovative, recommended store layout which implemented important findings from Wave 1 of research. This session will describe the planning and execution of this multi-wave approach as well as the team’s major takeaways.
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