Case Study: Manitowoc achieves 50%+ survey response rates and improved product usability with Survey Analytics

Manitowoc - Customer Case Study

Manitowoc Foodservice, a sales and operations organization for leading foodservice brands, needed to integrate customer insight into its New Product Development process to ensure products met the demands of busy kitchens. They lacked an efficient way to design and host sophisticated analytics surveys (such as conjoint) in-house and were at risk of adding costly features that delivered little customer value.

By adopting Survey Analytics, Manitowoc quickly built and deployed complex web surveys and statistical tests internally, achieving a response rate above 50% (more than 20 points above typical online rates). The feedback refined product specifications, validated assumptions during field trials, and drove immediate usability improvements—leading to new technology goals and consideration of the solution for global NPD integration to better measure product success and customer satisfaction.

Manitowoc

Ben Lion

Product Manager, Manitowoc Foodservice.