A.C. Nielsen students had the opportunity to learn qualitative research methods from a consumer insights industry leader during a fall session of Current Topics in Market Research Seminar. Kraft is one of the world's largest food and beverage companies with several well-known brands such as Nabisco, Oscar Mayer, and Post. Consumers in over 155 countries enjoy Kraft brands every day.
Consumer insight managers from multiple divisions within Kraft presented case studies of actual projects they have worked on. These include home ethnographies involving Easy Mac Cups and Lunchables and in-store interviews with consumers at grocery stores to revamp the Oscar Mayer Deli Creations. For each project, Kraft representatives detailed the business problem, the methodology, their insights, and their solutions. A.C. Nielsen students were able to participate as well by describing what product innovations they would present to Kraft given the research data.
A.C. Nielsen students agreed the session was invaluable and it left them better equipped for conducting qualitative research, though a bit hungry!