Suzy Brings Always-On Insights to Market Research. What Does That Really Mean?

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For more about always-on insights and how they can help your brand succeed, download our brand new e-Book.

Somewhere, right now, it’s time for a consumer to make a decision about which brand they will support with the purchase of their goods or services.

With the widespread integration of technology into consumer industries, shoppers and consumers have unlimited access to products—and optimal control over when and how they wish to finalize their purchases. The events of the past year have also shown just how quickly consumer wants and needs can change.

That’s why Suzy’s insights are always-on, reinforcing connections the world over, at instantaneous speed—the speed of business today.

What Exactly Are “Always-On Insights”?

Our platform allows researchers to gather the consumer insights they want, on-demand, and in real-time.

“A big benefit is having those built-in target consumers that we can not just talk to once, but we can follow up with when we need additional details that we didn’t think about the first time,” said Patrick Egan, Director of Strategy, Insights, and Analytics at Ste. Michelle Wine Estates, during a recent chat about generating consumer insights in today’s business environment. “As much as we can reduce the ambiguity, and put a little finality to things that we can apply our expertise to, the better off we’re going to be.”

Always-on consumer insights have not only helped researchers continue their work in the wake of radically different conditions, but they’ve also enhanced the research experience and inspired daring new techniques and approaches.

Kraft Heinz, for example, pushed toward agile market research, enhanced consumer insights, and new virtual research solutions using iterative and agile tools like Suzy.

“That's probably been one of the silver linings from 2020, our openness to throw something against the wall to see, and test, and try it, and break it a little bit,” said Fran Guzman, Insights and Strategy Lead at Kraft Heinz. “I am a big proponent of pilots. Try, break, and repeat is my favorite approach. It's also the most fun in terms of getting your hands in and being able to play with methodologies and insights and the approach overall.”

How Always-On Insights Can Continue to Help Consumer-Driven Companies

In order to get through the pandemic, brands have relied heavily on agile tools. There’s no more agile tool than one that’s always-on, and Suzy is proud to be a platform that brands from around the world came to for help.

But this time of extraordinary uncertainty in business hasn’t gotten the curtain yet, nor can anyone predict when we will have actually moved out of it.

“So often we hear organizations saying, ‘When things return back to normal …’ That’s not happening,” said Mickey Citarella, then a Brand Manager at ONE Brands, during a recent Suzy webinar about the next phases of market research. “We don’t know what the future is going to be, so let’s embrace the unknown and be willing to accept that we’ll make some big bets and fail, but that’s OK because we’re trying new things, and trying to do things differently.”

A Case Study of Suzy’s Always-On Insights 

For example, Lisa Saxon Reed, Global Director of Sensory at Mars Wrigley Confectionery, recently told Suzy that, like so many other companies, they had to pivot to maintain connectivity with their consumers over the last year. 

“One of our key missions for the sensory team at Mars Wrigley is about fostering consumer centricity; we really want to connect the teams with our consumers so we can help delight them,” she said. “Starting with COVID, it’s been really hard—how do we have that intimacy with consumers when we can’t be in their homes, and when we can’t be in the stores with them?”

For that reason, a partnership with Suzy was a no-brainer. For months, the Mars Wrigley Confectionery R&D team used the platform to meet with consumers virtually, gather quick and iterative feedback on their product preferences, and make consumer-centric decisions. 

“For us, it’s a new way of doing business,” she said. Her teams feel more empowered to “go out there and experiment to learn more about the consumer, without having to do a big old study and get all of these approvals.”

“I honestly think that makes our team a more agile and empowered team,” she added. 

If Suzy’s always-on insights can serve brands on that level during times of unprecedented disruption and change, imagine what it will do for research when things feel “normal” — no matter how “new” this normal is — once again.

For more on Suzy’s always-on insights and how they can help your brand, check out our brand new e-Book.