newman's own qualitative research and consumer insights

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?