The project revealed a nuanced and detailed breakdown of shifting morning habits, which Tyson Foods used to support decisions around innovation and messaging. “The research revealed hypotheses that had not crossed our minds and let us rethink the role of some parts of our portfolio that could be better positioned in this recession,” said the client. “It also revealed new barriers that helped us determine which project initiatives to prioritize. Beyond that, the work also had implications for our targeting and messaging, and other positioning hypotheses that we can test with media and creative partners as we move forward.”
One unique and surprising outcome from this project is that Tyson Foods now uses the deliverables from the research—dynamic mobile reports and video showreels—as onboarding tools for new hires. These innovative deliverables help to engage stakeholders and inspire action by bringing the data to life and humanizing the experiences of the consumers that Tyson Foods aims to serve.