Case Study: Kellogg's prepares for the future of online grocery with Rival Technologies

How Kellogg’s used conversational research to prepare for the future of online grocery

Kellogg’s worked with Rival Technologies, using the Rival platform for conversational market research, to better understand how online grocery shopping was changing during COVID-19. The company needed to quantify motivators and barriers to conversion, identify pain points in the e-commerce experience, and uncover roadblocks to purchasing across its key categories in the new “Bricks & Order” shopping environment.

Using a multi-faceted quant and qual approach with 2,400 Click & Collect shoppers, Rival Technologies helped Kellogg’s gather video feedback, emotional insights, and richer shopper context. The research led to improvements in substitutions and coupon use for retail partners, uncovered opportunities to optimize the online shopping experience, and created a reusable shopper group that saved time and sample costs on future studies, delivering an almost immediate ROI.

Kellogg's

Melissa Davies

Director of Shopper Analytics & Insights