More Than a Hunch for Lunchables: Reaching the Right Consumers
Date & Time
Tuesday, December 6, 2022, 2:22 PM - 2:46 PM
Melissa Myres Katie Fields

The customer is always right, unless you’re asking the wrong customer. Consumer research is invaluable, but oftentimes we have to make decisions based on consumer recall, settling for data that is “good enough.” Learn how Kraft Heinz and 84.51° utilized behavioral targeting and first-party data to clearly identify Lunchables’ consumer groups and uncover key insights to make business and marketing decisions within a matter of days. You’ll see the tangible, practical benefits of behaviorally targeted consumer research, as compared to traditional screening from recall-based research panels through a real-world example.