Case Study: Godrej drives consumer insights and business intelligence with Terragon Survey

Godrej leverages consumer insights to drive business intelligence

Godrej, a leading FMCG company, needed to gather qualitative consumer insights to inform its business intelligence, product updates, and distribution strategies for hair color products. Their challenge was to comprehensively understand consumer preferences and identify the market penetration for colored hair. To achieve this, they partnered with the vendor Terragon.

Terragon implemented its Marketing Cloud platform, specifically the Terragon Survey (Web) feature. The solution involved building a target audience from a data marketplace, deploying targeted SMS messages with survey links to drive responses, and analyzing the collected data. As a result, the campaign achieved 105% of its target response rate, providing Godrej with actionable insights and identifying that 82% of the potential customers showed a high interest in product uptake.

Godrej