[WEBINAR RECORDING] Going From "Or" to "And": How Caribou Coffee Got Insights Fast Leveraging an Agile Qual and Quant Solution

"You don't normally find a qual and quant research provider where the same person does the work. With GutCheck, there's no wasted time between research stages."

— Mauricio Loria, Sr. Director of Product Innovation & Insights, Caribou Coffee

No matter the budget, researchers always need quick insights and big results, fast. When in-person focus groups weren't fast or affordable enough to screen and refine their 30 early-stage concepts, Caribou Coffee was not content relying on their gut feeling to shape its innovation pipeline. They were determined to find a more innovative approach and decided to leverage GutCheck to eliminate bad ideas and optimize winning concepts.

Using agile market research, Caribou was able to quickly screen concepts with statistical rigor AND obtain qualitative feedback used to refine concepts in just 5 days and at a lower cost than traditional focus groups. In the end, Caribou got the consumer feedback needed to move forward with confidence, and keep their budget intact.

You will hear:

1. What agile market research tools are in Caribou Coffee's toolkit and how they decided when to use which tool and method
2. How Carobou paired an agile quantitative screening process with a quick qualitative read to identify the winning concepts and move them forward for refinement
3. Why Caribou will continue using agile going forward, for what types of projects, and what value it expects to gain from using Agile this way

MAURICIO LORIA

Sr. Director of Product Innovation & Insights

Caribou Coffee

Mauricio is the Sr. Director of Product Innovation and Insights at Caribou Coffee, bringing 15+ years of experience in strategic planning and quantitative and qualitative research. Prior to working at Caribou Coffee, he was the Sr. Manager of Pricing and Yield Management for Latin America and US Hispanics at Yahoo! Inc., where he was responsible for pricing, modeling, and partnering with the marketing and sales teams to drive business.

His roles at McDonald’s and Yum! Brands have helped him become a specialist in Hispanic Marketing, Research, Advertising, New Product Development and Strategic Planning.

MARTIN PAYNE

COO

GutCheck

Martin is Chief Operating Officer at GutCheck bringing nearly 20 years of experience in sales, marketing, and product management to the role. Previously, he was VP / GM of the medical device segment at Global Healthcare Exchange and EVP of Sales and Marketing at SkyeTek. Earlier in his career, he held product and brand management roles at StorageTek and Dell Computer. Martin holds an MBA from Harvard, an MS in Operations Research from the University of California-Berkeley, and a BS in Aeronautical Engineering from the US Air Force Academy.