Deprivation and inundation: paths to deeper brand insight

The article describes a new way of uncovering consumer insights about brands by combining two techniques: 1) deprivation (forcibly removing the brand from keen users for a period) and 2) inundation (forced usage over a period).

Deprivation and inundation: paths to deeper brand insight

Bryan Urbick

Gary Rodkin, chief executive of $ 12 bn corporation ConAgra Foods, recently discussed his firm's success on Fox Business News.

He gave reasons why his business was growing, even in the financial crisis. Notably, he spoke about the importance of consumer insight, citing an example his company “felt extremely good about”: Orville Redenbacher Popcorn.

Rodkin said he believed the brand could change consumer behaviour in a way that would drive growth for his firm.

This strong affirmation of consumer insight development from the highest level of a large organisation...

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