Shopper Insights & Marketing Mix ROI Modeling for a Food CPG Brand
A leading food CPG brand in Michigan needed sharper insights to guide category strategy and improve media ROI. Our team conducted deep-dive shopper research to uncover evolving consumer behaviors, purchase drivers, and in-store decision pathways.
Using advanced ROI modeling, we evaluated media effectiveness across digital and traditional channels, helping the client identify the most profitable investment mix. The insights empowered the brand to refine category positioning, optimize promotional spend, and accelerate growth in a highly competitive retail landscape.
The project combined data and shopper insights to understand consumer behavior. This helped create strategies that grew the brand while boosting sales, so the client could make quick, smart decisions and stay competitive in the food market.
Challenge
- ROI on a $5M media spend was unclear and difficult to measure
- Shopper behavior data was limited, reducing visibility into purchase patterns
- Competitive and category insights were not robust enough to guide decisions
Approach
- Delivered needs-gap research and category assessments
- Led marketing mix modeling to evaluate media effectiveness
- Provided competitive intelligence and retail audit analysis
- Collaborated with client teams to translate insights into strategy
Outcome
- Improved media ROI and forecast accuracy
- Influenced portfolio decisions and category growth
- Strengthened client decision-making with actionable insights
Outcome
- Improved media ROI and forecast accuracy
- Influenced portfolio decisions and category growth
- Strengthened client decision-making with actionable insights
