Case Study: Organic Valley uncovers subconscious category drivers with quantilope

Organic Valley taps 90% subconscious drivers with quantilope

Organic Valley, a farmer-owned organic food co-op, faced a challenge common in consumer research: when asked directly, consumers stated that all brand values were important, providing no clear direction for growth in the premium milk category. To move beyond this "everything is important" fallacy, they partnered with the consumer intelligence platform quantilope to uncover the subconscious drivers behind purchasing decisions.

quantilope provided a solution using its automated Implicit Association Testing (specifically SIAT and MIAT) to tap into consumers' System 1 thinking. The results revealed that holistic and social values were the true drivers of the category, while debunking the industry assumption that "freedom" was a key motivator. Armed with these insights, Organic Valley was able to support new marketing campaigns that aligned with these real consumer values, creating a deeper and more meaningful connection with their audience.

Organic Valley