Case Study: Goodman Fielder transforms marketing and insights with Ideally

Goodman Fielder doubles research output for half the cost with Ideally

Goodman Fielder, a major food company, faced a challenge where its internal marketing team was perceived as an executional cost center and relied heavily on external agencies for strategy and consumer insights. This model was slow, expensive, and stunted the team's growth. To transform into a world-class function, CMO Frankie Coulter sought to upskill the team and find a more agile way to leverage insights, leading them to adopt the Ideally platform.

By implementing Ideally's real-time consumer insights platform, Goodman Fielder empowered its teams to test ideas quickly and affordably. The solution enabled them to conduct about twice as much research for half the cost, validating decisions faster and with greater confidence. This agility, combined with a new culture of boldness fostered by leadership, helped transform marketing into a strategic investment. The results included industry awards, a highly engaged team, and a reputation that now attracts top talent and global agencies.

Goodman Fielder