{"id":6312,"date":"2020-03-17T09:10:00","date_gmt":"2020-03-17T09:10:00","guid":{"rendered":"https:\/\/toluna-2025.local\/?p=6312"},"modified":"2025-03-26T01:41:19","modified_gmt":"2025-03-26T00:41:19","slug":"how-kraft-heinz-rapidly-validated-campaign-positioning-with-toluna-start","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/it\/how-kraft-heinz-rapidly-validated-campaign-positioning-with-toluna-start\/","title":{"rendered":"How Kraft Heinz rapidly validated campaign positioning with Toluna Start"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">The challenge<\/h2>\n\n\n\n<p>Rachel is on the insights team for Kraft Heinz in continental Europe and works across all company brands. As part of her role, she manages the setup and execution of research, from the briefing stage all the way through to analysis, as well as strategy work to understand how to grow their brands.<\/p>\n\n\n\n<p>Kraft Heinz wanted to understand how to position a product in an upcoming campaign. The team was incredibly busy and had a key review meeting the next week, so they needed fresh insights to make their decision ahead of this looming deadline.<\/p>\n\n\n\n<p>To determine the most powerful messaging, they wanted to conduct a MaxDiff test and understand the context of consumers\u2019 current category consumption and behaviors.<\/p>\n\n\n<style>.kb-row-layout-id6312_2dd78d-04 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id6312_2dd78d-04 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id6312_2dd78d-04 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id6312_2dd78d-04 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id6312_2dd78d-04 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id6312_2dd78d-04 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id6312_2dd78d-04 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column6312_70a102-6b > .kt-inside-inner-col,.toluna-column6312_70a102-6b > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column6312_70a102-6b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column6312_70a102-6b > .kt-inside-inner-col{flex-direction:column;}.toluna-column6312_70a102-6b > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column6312_70a102-6b > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column6312_70a102-6b{position:relative;}@media all and (max-width: 1024px){.toluna-column6312_70a102-6b > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column6312_70a102-6b > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column6312_70a102-6b\"><div class=\"kt-inside-inner-col\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-big-font-size\">\u201cWe\u2019ve been doing a deep dive to really understand what\u2019s the best proposition for this product\u2026 So, we wanted to get a better read on which claims resonate the most with consumers and also use some additional questions to understand usage and any barriers to consumption.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Rachel Gathof, Consumer Insights Analyst<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\">The solution<\/h2>\n\n\n\n<p>They partnered with Toluna to run their study with MaxDiff Taglines to re-evaluate the original 20 text claims they had considered used when creating<br>their messaging. The flexibility of Toluna Start enabled Rachel to include additional questions that gave her a better understanding purchase habits within the category; consumers\u2019 barriers to purchase; and their feelings about this product\u2019s value proposition.<\/p>\n\n\n\n<p>With the straightforward and customizable solution, they were able to quickly set up the project\u2014in addition to all of their other work\u2014and gather results from 300 respondents in just two hours. It gave them more time to analyze internally and plan for next steps.<\/p>\n\n\n<style>.kb-row-layout-id6312_608a68-6c > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id6312_608a68-6c > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id6312_608a68-6c > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id6312_608a68-6c > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id6312_608a68-6c > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id6312_608a68-6c > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id6312_608a68-6c alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column6312_c43ae0-6b > .kt-inside-inner-col,.toluna-column6312_c43ae0-6b > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column6312_c43ae0-6b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column6312_c43ae0-6b > .kt-inside-inner-col{flex-direction:column;}.toluna-column6312_c43ae0-6b > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column6312_c43ae0-6b > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column6312_c43ae0-6b{position:relative;}@media all and (max-width: 1024px){.toluna-column6312_c43ae0-6b > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column6312_c43ae0-6b > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column6312_c43ae0-6b\"><div class=\"kt-inside-inner-col\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-big-font-size\">\u201cI could do it very quickly on my own and it was really easy to make any last-minute changes or additions.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Rachel Gathof, Consumer Insights Analyst<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\">The impact<\/h2>\n\n\n\n<p>Rachel and team were able to get quick, reliable results ahead of their deadline from a platform they know and trust. The flexibility of the solution helped her gain additional insights about consumer behaviors in the category, and its ease of use enabled her to do it at speed.<\/p>\n\n\n<style>.kt-accordion-id6312_1d24c3-a0 .kt-accordion-inner-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:10px;}.kt-accordion-id6312_1d24c3-a0 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;background:#ffffff;padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-accordion-id6312_1d24c3-a0 .wp-block-toluna-pane .kt-accordion-header-wrap .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid 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1024px){.kt-accordion-id6312_1d24c3-a0 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;}}@media all and (max-width: 1024px){.kt-accordion-id6312_1d24c3-a0 .wp-block-toluna-pane .kt-accordion-header-wrap .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid #f2f2f2;}}@media all and (max-width: 1024px){.kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header:hover, body:not(.hide-focus-outline) .kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible{border-top-color:#eeeeee;border-top-style:solid;border-right-color:#eeeeee;border-right-style:solid;border-bottom-color:#eeeeee;border-bottom-style:solid;border-left-color:#eeeeee;border-left-style:solid;}}@media all and (max-width: 1024px){.kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible, .kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header.kt-accordion-panel-active{border-top-color:#BE530B;border-top-style:solid;border-right-color:#BE530B;border-right-style:solid;border-bottom-color:#BE530B;border-bottom-style:solid;border-left-color:#BE530B;border-left-style:solid;}}@media all and (max-width: 767px){.kt-accordion-id6312_1d24c3-a0 .kt-accordion-inner-wrap{display:block;}.kt-accordion-id6312_1d24c3-a0 .kt-accordion-inner-wrap .kt-accordion-pane:not(:first-child){margin-top:10px;}.kt-accordion-id6312_1d24c3-a0 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;}.kt-accordion-id6312_1d24c3-a0 .wp-block-toluna-pane .kt-accordion-header-wrap .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid #f2f2f2;}.kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header:hover, body:not(.hide-focus-outline) .kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible{border-top-color:#eeeeee;border-top-style:solid;border-right-color:#eeeeee;border-right-style:solid;border-bottom-color:#eeeeee;border-bottom-style:solid;border-left-color:#eeeeee;border-left-style:solid;}.kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible, .kt-accordion-id6312_1d24c3-a0 .kt-accordion-header-wrap .kt-blocks-accordion-header.kt-accordion-panel-active{border-top-color:#BE530B;border-top-style:solid;border-right-color:#BE530B;border-right-style:solid;border-bottom-color:#BE530B;border-bottom-style:solid;border-left-color:#BE530B;border-left-style:solid;}}<\/style>\n<div class=\"wp-block-toluna-accordion alignnone\"><div class=\"kt-accordion-wrap kt-accordion-id6312_1d24c3-a0 kt-accordion-has-3-panes kt-active-pane-0 kt-accordion-block kt-pane-header-alignment-left kt-accodion-icon-style-basic kt-accodion-icon-side-right\" style=\"max-width:none\"><div class=\"kt-accordion-inner-wrap\" data-allow-multiple-open=\"false\" data-start-open=\"0\">\n<div class=\"wp-block-toluna-pane kt-accordion-pane kt-accordion-pane-1 kt-pane6312_53f290-e6\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kb-svg-icon-wrap kb-svg-icon-ic_check kt-btn-side-left\"><svg viewBox=\"0 0 8 8\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M6.41 0l-.69.72-2.78 2.78-.81-.78-.72-.72-1.41 1.41.72.72 1.5 1.5.69.72.72-.72 3.5-3.5.72-.72-1.44-1.41z\" transform=\"translate(0 1)\"\/><\/svg><\/span><span class=\"kt-blocks-accordion-title\">High-quality results:<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cAt Kraft Heinz, we always like things to be done as quickly as possible, but as high quality as possible. This solution gave us both\u2026 very quick, and Toluna Start is a platform we\u2019ve been able to trust in the past. So, quick, reliable results are always a great thing for the business.\u201d<\/p>\n<\/blockquote>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-toluna-pane kt-accordion-pane kt-accordion-pane-2 kt-pane6312_e05563-7b\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kb-svg-icon-wrap kb-svg-icon-ic_check kt-btn-side-left\"><svg viewBox=\"0 0 8 8\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M6.41 0l-.69.72-2.78 2.78-.81-.78-.72-.72-1.41 1.41.72.72 1.5 1.5.69.72.72-.72 3.5-3.5.72-.72-1.44-1.41z\" transform=\"translate(0 1)\"\/><\/svg><\/span><span class=\"kt-blocks-accordion-title\">Critical insights at speed:<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIt gives us a quick setup and quick read on results for next week where we are pulling together everything we know. Given the timing, it was the perfect solution for us to run quickly, be able to analyze quickly, and then apply right away.\u201d<\/p>\n\n\n\n<p>\u201cIt comes down to quickness and customizability\u2026 It was amazing to be able to pull something together in a matter of days and have our questions answered quickly.\u201d<\/p>\n<\/blockquote>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-toluna-pane kt-accordion-pane kt-accordion-pane-3 kt-pane6312_e1f7ee-b6\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kb-svg-icon-wrap kb-svg-icon-ic_check kt-btn-side-left\"><svg viewBox=\"0 0 8 8\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M6.41 0l-.69.72-2.78 2.78-.81-.78-.72-.72-1.41 1.41.72.72 1.5 1.5.69.72.72-.72 3.5-3.5.72-.72-1.44-1.41z\" transform=\"translate(0 1)\"\/><\/svg><\/span><span class=\"kt-blocks-accordion-title\">Easy &amp; flexible:<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI could do it very quickly on my own and it was really easy to make any last-minute changes or additions.\u201d<\/p>\n<\/blockquote>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The challenge Rachel is on the insights team for Kraft Heinz in<\/p>\n","protected":false},"author":11,"featured_media":11581,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_toluna_hide_sidebar":false,"footnotes":""},"categories":[52],"tags":[],"class_list":["post-6312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/posts\/6312","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/comments?post=6312"}],"version-history":[{"count":0,"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/posts\/6312\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/media\/11581"}],"wp:attachment":[{"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/media?parent=6312"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/categories?post=6312"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolunacorporate.com\/it\/wp-json\/wp\/v2\/tags?post=6312"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}