How Kellogg’s used conversational research to prepare for the future of online grocery

How Kellogg's uses Rival Tech

Melissa Davies, Director of Shopper Analytics & Insights, Kellogg Company
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The ROI on the Rival platform was almost immediate. The ability to reconnect with participants allowed us to save time and sample costs, which in turn scaled up our efforts and allowed us to do more research with the same resources.

Melissa Davies

Director of Shopper Analytics & Insights, Kellogg Company
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Actionable feedback helped optimize the online shopping experience in retail partner stores


Used dynamic deliverables that made stakeholders pay attention and drive action


Captured powerful video testimonials that added deeper context to quant data

About Kellogg's

Kellogg's offers an unmatched portfolio of cereal and convenience foods, including crackers and toaster pastries, and markets their products by several well-known brands including Corn Flakes, Frosted Flakes, Pringles, Eggo, and Cheez-It.

Kellogg's products are manufactured and marketed in over 180 countries.


The Challenge

COVID-19 accelerated e-commerce sales, resulting in an influx of new online grocery shoppers.

Kellogg's wanted to understand how grocery shopping was evolving in order to win in the "Bricks and Order" world. To gain a robust understanding of the Click & Collect digital path to purchase across key categories, Kellogg’s needed to:

- Quantify motivators and barriers to conversion for Kellogg's categories
- Identify pain points in the e-commerce experience
- Gain a richer and more contextual understanding of shoppers’ experiences
- Identify roadblocks to Kellogg’s category purchases

Rival Technologies case studies, alternatives and pricing

The Solution

Kellogg's ecommerce market research study from Rival Technologies, a mobile research and insight community platform

The Solution

Working with Reach3 Insights, Kellogg’s used the Rival platform to engage with shoppers through a multi-faceted quant and qual approach.

The research study comprised of (n=2400) current Click & Collect shoppers at one of the following retailers: Walmart, Target, Kroger, Albertson’s, Sam’s Club, and Instacart.

In addition to quant, the chats included video feedback and emotional elicitation exercises to get participants to think more deeply about the questions being asked.


Optimized category purchases and fulfillment

One of Kellogg’s’ retail partners improved the "substitutions" feature to provide shoppers with more choices based on their needs and preferences. In addition, they’ve implemented a solution which allows online and in-store shoppers to leverage their coupons more quickly and easily.

Increased iterative learning opportunities

Kellogg’s has built a relationship with a target group of shoppers invested in continually giving their thoughts and opinions, which in turn has allowed the company to save time and costs on future research initiatives.

Uncovered deep emotional drivers of consumer choices

Rich video selfies helped reveal contextual dynamics behind the e-commerce shopping experience and revealed several specific optimization areas that had the potential to increase conversion.

Overall, feedback gathered through Rival’s market research platform helped equip Kellogg’s and its retail partners with the insights needed to understand the habits, behaviors, and preferences of their online shoppers and ultimately drive action within the organizations and be prepared for the future of a “Bricks & Order” grocery world.

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