Case Study: McCormick & Co. achieves faster, global consumer insights with Rival Technologies

How McCormick evolved its insight community to better connect with consumers around the world

McCormick & Co., the global flavor company behind brands like French’s and Frank’s RedHot, wanted to modernize its consumer insights program and expand beyond the U.S. Their existing community needed faster, more engaging ways to gather feedback from consumers in multiple markets, so they partnered with Rival Technologies and Reach3 to upgrade their insight community.

Rival Technologies helped launch Flavor Nation 2.0, a mobile-first, conversational community that used surveys, emojis, GIFs, videos, and photos to collect both qualitative and quantitative feedback from members in the U.S., Canada, and Australia. The result was a 76% increase in response rates, 46% response rates overall, real-time insights, and stronger consumer connections that helped McCormick react faster to market changes and support product and marketing decisions.

McCormick & Co.

Kelsey Forbess

Senior Manager Consumer Insights