2023 Quirk’s Event New York: McCormick to share learnings from their insight community

21 June 2023 | 2 min read | Written by Kelvin Claveria

We’re excited to share that McCormick, a global leader in flavor and the largest producer of spices and seasonings worldwide, will present with Reach3 Insights at the 2023 Quirk’s Event in New York. On July 19, Lydia Perez Poole, Director of Consumer & Market Insights at McCormick, will join Jonathan Dore, Executive Vice President & Founding Partner at Reach3 Insights, to share how this iconic brand evolved their approach to insight communities to better connect with modern consumers.

A bit of background: In 2015, McCormick established a research community of Flavor Enthusiasts and have since conducted over 100 studies through this asset.

In 2022, the company decided to evolve their existing U.S. community into a next-gen global community using our Community 2.0 solution. The goal was to use the latest technologies and mobile market research methods to align with the expectations and behaviors of mobile consumers, uncover actionable consumer insights faster, and drive market research ROI

In this transformation, McCormnick chose Reach3 Insights and the Rival Technologies platform to pivot to a mobile-first, multi-market community solution.

As you’ll hear at the Quirk’s Event in New York, this new community is helping the company accelerate their time to insights and build deeper connections with core consumers while continuing to leverage a wide variety of innovative market research techniques.

During the session, Lydia and Jon will share how to:

  • Blend immersive quant, qual and video techniques to generate deeper, richer insights
  • Use SMS notifications (instead of email surveys) to facilitate in-the-moment research and capture insights faster—both domestically and internationally
  • Drive storytelling and inspire action using next-gen reports and deliverables, including video reels
  • Work with more agility and flexibility by eliminating old-school insight community tactics like portals and standalone survey apps

Community 2.0: How McCormick evolved their insight community to better connect with consumers around the world

Wednesday, July 19, 2023 | 2:15 pm - 2:45 pm


  • Lydia Perez Poole, Director of Consumer & Market Insights at McCormick
  • Jonathan Dore, Executive Vice President & Founding Partner at Reach3 Insights

Discount code for Quirk’s New York 2023!

If you still need tickets for Quirk’s New York, you can use the discount code DriveFoward to save 20% off when you register at TheQuirksEvent.com. (This code, provided by Quirk’s on LinkedIn, will work only for a limited time.)

What is Quirk’s New York?

Quirk’s Event is a series of events (both in-person and virtual) organized by Quirk’s Media. Quirk’s New York is the in-person edition of the Quirk’s Event and attracts hundreds of insight professionals and top market research companies every year.

The 2023 Quirk’s Event in New York happens on July 19 to 20, 2023 at the Javits Center. Speakers for this year’s conference include insight leaders from JP Morgan, Comcast, Vanguard, PepsiCo/Gatorade, Paramount, and more. Reach3 Insights and Rival Technologies are proud sponsors.

Curious about running your insight community on the Rival platform just like McCormick? Get in touch with one of our market research experts to see if we're the right fit! 

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Written by Kelvin Claveria

Kelvin Claveria (@kcclaveria) is Director of Demand Generation at Rival Technologies.

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