Case Study: Nestlé achieves rapid consumer‑tested pivots and a successful slow‑cooker meal launch with GutCheck

How Nestlé Used Agile Research to Evolve Early Concepts into Market Success

Nestlé partnered with agile research firm GutCheck to develop prepared meals for two‑person occasions and increase consumer involvement in cooking. The team faced the challenge of capturing meaningful insights early in development and pivoting quickly when concepts—like their initial “one‑pot” idea—weren’t resonating with target consumers.

GutCheck ran rapid, iterative quantitative and qualitative studies (concept prioritization, online ethnography, concept enhancement, in‑home tests and creative validation) that revealed consumers interpreted “one‑pot” as slow cooking, prompting a strategic pivot. The process refined product and creative messaging in consumer language, improved concept success rates, and led to the launch of a slow‑cooker meal product with stronger validation and faster decision‑making.

Nestle

Derron Wrubel

Innovation Consulting, Foods Division