Curion’s Michael Nestrud, PhD., VP of Strategic Accounts, spoke on stage with Campbell’s Frank Rapacki, Director of Front of Funnel Innovation & Sensory Design at FEI 2023 in this session:
Consumer behavior and purchasing has been upended by historical and social events throughout history. Starting with the industrial revolution and the invention of the assembly line, to personal computers and shopping through apps on a handheld device, consumers have more access to goods and information to research their purchases. At each of these shifts consumers are reshaping both their needs/lifestyles and values that drive them and the way they find and purchase products. Brands respond with increased competition to the point where even disruption has become commoditized.
If everyone is disrupting, how does one stand out? The opportunity to discover verbalized and nonverbalized needs and behavior is behind Curion and Campbell’s partnership. Join this session to learn how Campbells x Curion are working together to respond to this new consumer dynamic to ensure Campbells continued growth.
Key Takeaways:
- Consumers respond to major changes in the market by reshaping their needs/lifestyles and the values that drive them, with significant impact to their purchase journey.
- Disruption has become a commodity. Consumer understanding is critical for brands to effectively breakthrough in a meaningful way.
- Campbell’s leverages Curion’s innovative research tools to bring them closer to the consumer
About FEI:
For more than 20-years, corporate innovators and R&D executives have gathered at FEI: Front End of Innovation to stay ahead of trends, collaborate and identify opportunities to develop and deliver the next-gen products and services that propel businesses forward. This knowledge-sharing, collaborating and trend-spotting event offers an in-depth look across industry landscapes for a fresh view of the latest technologies, people and strategies fueling the evolution of new product design and development and disrupting the status quo. Host to some of the brightest minds of the 21st century over the past two decades, keynotes have including Steve Wozniak, Clayton Christensen, Malcolm Gladwell, A.G. Lafley, Teresa Amabile and others, offering corporate and start-up innovators a wide variety or perspectives and inspiration from unmatched content and event experiences.
About Curion:
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
