Case Study: Kerry Foods (Kerry Group) achieves fast-fail consumer insights and rapid concept validation with Toluna

Kerry foods adopts fast-fail research approach

Kerry Group, through its retail arm Kerry Foods, needed rapid consumer insight to anticipate shifting restaurant and supermarket trends and to test product and advertising assumptions without committing to lengthy, costly research. To support a fast-fail approach the team required a way to quickly validate concepts and learn what consumers actually wanted from new products and brand elements — a challenge addressed with Toluna’s community research capabilities.

Toluna delivered an enterprise community solution including QuickCommunity/Quick Surveys that let Kerry Foods select sub-groups of panelists to rapidly validate advertising concepts and test brand elements. The qualitative feedback identified favorite concepts and the reasons behind them, enabling Kerry Foods to give richer direction to its creative agency, refine concepts faster and avoid unnecessary spend on full-scale studies — demonstrating Toluna’s ability to speed decision-making and support a fast-fail research model.

Kerry Group