The strength of the Campbell Soup Company’s was Morrison’s plan, which is to maintain a consumer focus. Denise Morrison is the CEO of Campbell and her plan is so effective and strong. Not just her ideal brand name, but because even after she faced the biggest challenge as in her marketing falling apart, she knew how to understand consumers and revitalize more relatable products. The weakness is that people do not crave soup as a daily snack or food. Basically, soup is not a want, it is a need for people. Later, Campbell’s researchers tried out the old traditional surveys and interviews in order to gain the consumers’ understandings. Unfortunately, the traditional marketing method was not successful because it missed out the important thoughts, emotions, and behaviors that consumers go through when they go shop for soup.
Campbell’s goal was to find out what is going on inside consumers’ hearts and minds. Instead, the researchers started to work on state-of-the-art neuroscience methods. Campbell’s goal is to maintain the consumers’ trust for generations by providing good qualities and good old memories of this food brand. Their main objective was to explore the customer’s food experience and observation. Overall, biometric research focuses on consumers’ emotions in the way Campbell’s cans are displayed, and the deep dive research focuses on their insights. In order to find the insights, they decided to spend time and watch consumers.
According to the biometric data, it showed that the colors of the Campbell’s red and white can disappeared the friendliness and positive thoughts. Basically from the biometric research, the colors and the way it is displayed matters so much towards consumers because they did not receive any warm emotions. Since the label was lacking, the researchers decided to do some up-close and personal research, as in deep dive marketing research. After capturing clear and customer insights, the deep dive marketing research found six different consumer groups.Traditional market research can be integrated with Campbell’s research efforts to use different methods as in, neuroscience and deep dive research but still keeping the good traditional methods like interviews and surveys.
On the other hand, Campbell’s research method unifies many different research methods, and the variety of methods permitted them to find higher precisions and consumer preferences. Also, every marketing method has a downfall or missing important information that researchers lack.
