Case Study: Newell Brands achieves 87 research activities in four months with Fuel Cycle

Newell Brands Inc completes 87 research activities in 4 months with Fuel Cycle

Newell Brands Inc, a global consumer goods company, was facing challenges with its owned research panel for the Sharpie brand, which had declining sample quality with discard rates near the industry norm of 20-50%. The Consumer Insights team also needed to deliver more research faster with fewer resources. To address this, they partnered with the vendor Fuel Cycle to rebuild their consumer insights program.

Fuel Cycle implemented a comprehensive solution that included rebuilding the owned audience into a focused, segmented panel and providing a full multi-method research toolkit. This was supported by a hybrid execution model for coaching and AI integration for faster synthesis. The results were significant: Newell Brands completed 87 research activities in four months, reduced its sample discard rate to below 10%, and achieved a 1-3 day turnaround for agile research requests, greatly increasing the team's efficiency and credibility.

Newell Brands Inc