Case Studies with Business-to-Business (B2B) and Business-to-Consumer (B2C) Brands
SSP Conference Workshop, showcasing on Wednesday, October 2 9:00 AM – 10:30 AM CDT at the Grand Ballroom 1-2, Wyndham Grand
Authored and presented by Shilpa Samant, PhD. (Curion), and co-authored by Xiaorong Su (Cargill).
Turning ASTM Guidelines into Success
ASTM provides detailed guidelines for designing and implementing research that validates claims pertaining to the sensorial attributes of a product. While ASTM guidelines on ad claim testing have been introduced to the sensory community for a while, published success stories with real-world applications are still limited.
Cargill and Curion's Collaborative Journey
In our SSP workshop this year, we highlight the step-by-step process of how Cargill and Curion collaborated to leverage ASTM guidelines for substantiation of two competitive claims on superiority, from guideline theory to application of findings driving business strategy. Case studies with both B2B and B2C brands will be explored including influence of claims substantiation on marketing communications.
A B2B Beef Battle Claims a Winner
For the B2B brand, objective of the research was to determine if consumers preferred Cargill’s Tasty-N-Tender (TNT) beef patty over competitor Holten Meats Thick-N-Juicy (TNJ) beef patty. Findings from this study provided the team with necessary supporting data to make the claim that among burger consumers across US, more preferred TNT over TNJ patties.
The Claim for Preferred Ground Turkey Launces with Success
For the B2C brand, Cargill team had innovatively developed new and improved case ready ground turkey, offering juicer, more tender and more flavorful ground turkey. The claim test results strongly supported the on-pack claim “Preferred over other leading ground turkey brands”. The new and improved Shady Brook Farms® Ground Turkey (85%, 93% and 99% Lean) launched fall 2022 on the west coast.
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.
