newman's own qualitative research and consumer insights
TRANSCRIPT
Qualitative Research & Consumer Insights
Meet the Team
Clara KohrsHaley Henning
Claire Taylor Hailey Yeakle
Lauren Bozarth
Lauren Hasse
Outline
Secondary Research Insights
Primary Research Tensions
Findings Barriers & Opportunities
Target Profile Suggestions
Secondary Research
Newman’s OwnNewman’s Own has been in
business since 1982.It was founded by actor, husband and father Paul Newman.Newman’s Own has given over
$450 million to charity in the past 30 years.
Values – Common Purpose, Freedom to Dream, Trust & Respect, Quality & Serious Fun
“Let’s give it all away.”
-Paul Newman1925-2008
Millennials
Not many are married
Expect a company to have a charitable cause
Influenced by caused related marketing
Packaging is important
Ethnically diverse
Turn to Facebook & Twitter for info
Self-declared “foodies”
Want a connection to the brand
Social Media Stats
NOF: 2,455 likesNO: 66,411 likes
NOF: 75 followers, 279 pinsNO: 7 followers
NOF: 214 followers, 31 posts
@NewmansOwnFdn: 1,287 followers@NewmansOwn: 25 followers
11 articles postedLast post: May 2015Average of 43.2 comments per post
Social Listening
Djdjdj
Digital Shopping
Primary Research
Gain a better understanding of how our target chooses their salad dressings and what they use it for. Understand how consumers feel about philanthropic companies. Discover how the target determines what is healthy. Uncover attitudes and feelings towards salad dressing as a product. Uncover attitudes and feelings towards Newman’s Own salad dressing as a brand.
Research Goals
Primary Research Methods
Screener
Men and Women
18-29 Millennials
Purchased Salad
Dressing
Focus Group
Shop-A-Long
3 Sessions
6-8 Participants
Attitudes Towards Salad
Dressing
Followed 4 People
Qualified Category Shoppers
Observed Shopping Behavior
Screener
332 Screened
58% Newman’s Own Users
107 Passed
Who Did We Talk To?
Discussion GuideEating Healthy
Eating Salads
Salad Dressing Consumption
Salad Dressing Purchasing
Charity
Newman’s Own
Focus Group Findings
Eating healthy leaves you feeling good, mentally and
physically.
“When I eat something that’s
good for me I physically feel better
and get the satisfaction of eating healthy. It’s that “go
me” feeling.”
With their busy schedules, Millennials seek quick and easy
meals.
“If I’m spending more than fifteen minutes making
something than it’s not worth it.”
“I’m all about convenient meals. I don’t want to spend more than 5 minutes
in the kitchen.”
Dressing defines the health and taste aspect of a salad.
“The dressing is the most important part
of a salad.”
Tasty Healthy
“Ranch is my favorite dressing,
but that’s not going to be my go to
choice if I’m trying to eat healthy.”
Newman’s partnership with McDonald’s may be hurting the brand’s healthy image.
“Whenever I think of Newman’s I associate them with McDonald’s dressing. So I just associate them
with being cheaper. It negatively affects my perception of the brand .”
“All profits to charity” is not prominent enough on the
dressing bottle.
“I was just looking at Newman’s Own
ceaser dressing the other day and didn’t even notice the ‘all profits for charity’.
It’s so small”
Many Millennials are not yet brand loyal to a specific salad
dressing brand.
“There’s definitely brands I’m more familiar with, like
Hidden Valley, but I’ll try out new dressings
if they look good.”
There is a comfort in purchasing brands that
parents used.
“I usually eat what I’ve grown
up eating because I trust my parents, but I’m definitely not afraid of variety.”
Good packaging may have a positive affect on purchase
behavior.
“I’m a visual person and if a
products packaged really well I will purchase it over bad packaging,
regardless of the product.”
There is hesitancy to fully trust brands’ charitable
claims.
5 out of 7 participants
acknowledged to feeling this
way.
“It’s usually hard for me to believe brands when they say all of their proceeds are going to charity.”
Most Millennials perceive the Newman’s Own user as an
older, more affluent person.
There is a disconnect between Paul Newman and Millennials.
Shop-A-Long Findings
Salad Kits Are the Thing to Buy.
Millennials check the Ingredient Lists Before Making
Purchases.
#TreatYoSoul
Target Consumer Profile
The Striving Soul Seeker
Examining the Striving Soul Seeker
Beginning a new chapter of his/her life
Recent college graduate Fresh to the “real world” Newfound independence
and responsibilities Working to become the
best version of him/herself
The Striving Soul Seeker’s Life Journey
A Typical Day for the Striving Soul Seeker
5: 30 am
6:00 am
8:00 am
6:00 pm
7:30 pm
8:00 pm
Relationship Status: In a relationship with myself(single)Hobbies: Sunrise yoga, Running, Turning my “pins” into realities, reading my favorite books
Currently Reading: Project Happiness, I am Malala, Bossy PantsCurrently Watching: Sex and the City
Favorite Time of Year: Spring!!! I love the revival of life around me
Favorite Place to Eat: The Corner Coffee ShopFavorite Cuddle Buddy: My cat Nala
Cocktail of choice: Moscow Mule
Questionnaire
What is the Soul Seeker Striving For?
Soul Seeker
Spiritual growth
Mental wellnes
s
Physical
wellness
Genuine relation-ships
Meaning-ful work
Healthy lifestyle
What do you splurge on?
Insights
Bang for the Buck
• Busy schedule
• Value seeking
• Convenient packaging
• Easy to serve
• Easy recipe ideas
The Striving Soul Seeker
Newman’s Own Dressing
• Will spend more on a product they value
Bang for the Buck“I am willing to spend more towards a product that
provides me ease and convenience.
Worth of Well-Being
• Healthy = Happy
The Striving Soul Seeker
Newman’s Own Dressing
• Wholesome Ingredients
• Newman’s Own Foundation nourishes the common good• Strive for
wellness
• Want to feel that what they’re eating is good for their mind and soul
Worth of Well-Being“When I eat I don’t just feed my appetite; I feed my soul.
Whatever I put into my body needs to nourish me from the inside out.”
The Striving Soul Seeker
Newman’s Own Dressing
Purchase with a Purpose
• Seek to promote charitable causes
• The brand is as important as the product
• Want to feel good about where their money is going
• All profits go to charity
• More than just a salad dressing
• A brand with a positive legacy
Purchase with a Purpose
“I don’t want to just feel good physically; I want to feel good about myself as a person. I want to buy more than
a brand. I want to buy into a better world.”
Tensions
The desire to support charitable brands vs. a distrust
of brands’ charitable claims.Insight:
“I love charitable causes and am more inclined to to spend money on a food brand that supports a good cause; But now days it’s hard for me to
trust brands’ charitable claims. If I’m going to choose a product based on its charity
I need proof.
Eating a salad to be healthy vs. the reality of a desirable salad
Barriers & Opportunities
Transparency
Perceived Consumer
“The only thing I know about
Newman’s Own is that my dad uses
it.”
Focus Group Finding
Reach Millennials Where They’re At
Social media
presence
Relying on
Newman’s legacy
Rely less on Newman’s
fame
Improve social media
presence
Suggestions
Salad Kits
Convenient Keep up with competition
Identify where the proceeds are going to.
This bottle helps save the whales!
QR Code on Bottle
Ditch the Humor
Positioning StatementTo the striving soul seeker who is working
toward becoming the best version of oneself, Newman’s Own salad dressing
provides a wholesome, philanthropic, and guiltless product that allows the mind,
body, and soul to feel satisfied.
Thank you!
Questions?