1. What are the strengths and weaknesses of the Campbell Soup Company’s marketing information system?
2. What objectives does Campbell have for the marketing research efforts described in this case?
3. Compare the effectiveness of Campbell’s biometric research with its deep dive research.
4. Describe how traditional marketing research could be integrated with Campbell’s research efforts from this case.
The Campbell Soup Company is one of those veteran companies that has been around for a long time. And there isn’t a product category much older than “soup.” But Campbell has sustained growth and dominance by maintaining a strong marketing research focus. This case highlights how Campbell has gone beyond traditional paper and pencil survey methods by employing state-of-the-art neuroscience methods as well as contemporary “deep dive” ethnographic methods.
SOLUTION
1. Based on the information provided in this case, it is difficult to find weaknesses in Campbell’s marketing research program. But a true marketing information system goes beyond marketing research to include internal database systems as well as a marketing intelligence system based on publicly available data. This case gives no evidence of either of these elements. Thus, a case for a full marketing information system cannot be made.
On the other hand, the marketing research program Campbell’s has developed is clearly a strong point and the basis for a strong marketing information system. The strengths of this marketing research program are explored in the following questions.
2. The front portion of the case outlines specific challenges faced by CEO Denise Morrison. These include reversing the declining market share of the Campbell’s brand as well as looking for growth opportunities in a mature market. But these objectives are top-level concerns. The marketing research objectives are established to help fulfill these top-level objectives. These include establishing a “clear, up-to-the-minute understanding of consumers” as well as creating “relevant products.” More specifically, Campbell’s research set out to “prompt and preserve important consumer emotions” as well as keep abreast of changing consumer tastes and preferences.
3. These are two entirely different animals, each effective at different things. The biometric research is good at determining consumer reactions to specific marketing mix variables such as the label and shelf placement. Deep dive research is more exploratory, observing what is really happening in consumer markets to identify themes and characteristics that serve as the basis for product development and management. That type of research is what led to the establishment of Campbell’s six different consumer types.
4. Campbell’s does all three types: deep dive, biometric, and traditional survey work. There are many ways that multiple research methods can be used to support one another. For example, the biometric research can be used to follow customer responses to specific variables. However, it is expensive. Thus, survey work can be used to test more subjects and validate the biometric results. In the same manner, while deep dive research can be used to flesh-out themes and profiles, survey work can be used to test specific alternatives within those general themes.