Unlocking new innovative flavor experiences

Helping McCormick validate the potential of new digital experience food-concepts.

McCormick, the world’s leader in flavor, has always been at the forefront of quality and product innovation. The company’s global digital strategy team has been exploring possible concepts to deliver personalized flavor experiences to consumers and potentially unlock incremental revenue opportunities for McCormick’s brands. Board of Innovation was called upon to assist in the process.

Challenge

Defining the focus of the project and the underlying business cases

While the global digital experience team had gained valuable insights from traditional qualitative research, they were looking for additional real-world consumer feedback to support them on two fronts. 

First, they were looking to determine which concepts consumers found most interesting. Second, they wanted to better understand the business cases behind the concepts prioritized.

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Approach

A tailored 2-stage
experimentation strategy

We started off by mapping the different assumptions and synthesis. A 2-phased experimentation plan was then developed to understand which value propositions worked best for specific consumer segments – and what it would take to persuade customers to use these new services.

First, we ran a series of trigger tests – off-brand social-media ads – to better understand which value propositions were most interesting, and to which consumers.

Next, we recommended building fully functional websites to support a more elaborate ghost test. The goal: to determine who would be interested in the value proposition at hand, and what it would take to activate those new potential clients. By determining the customer acquisition cost (CAC), we were able to verify the viability of the business cases.

Innovation is a speed and numbers game. Board of Innovation was a great partner – agile and innovative. Thanks to their efforts, we were able to get consumer validation faster and more efficiently, allowing us to focus our resources on the opportunities with the highest likelihood of success

Sam Niburg
global digital INNOVATION DIRECTOR at mccormick & Company

Results

Vital real-world data to
make the right decisions

Over the course of the different experimentation rounds, we reached up to 100,000 people and were able to prioritize the value propositions of two future concepts, based on over 2,000 interactions with real customers. Talk about real-world data, right?

Once we had generated and presented these insights, they became a key part of the decision-making process around the next steps for both concepts.

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