Separating the wheat from the chaff: Feedback for better food – processing open-ended customer feedback at food specialist Dr. Schär: enabling other teams through self-service tools

Maurice Gonzenbach, Pascal de Buren and Silvia Hofer

Dr Schar, the specialist food producer, decided to augment its abilities across 11 different countries.

Abstract

Insights teams need to evolve from being pure executors to also enabling and consulting other departments. Achieving this requires the right set of tools and mind-set. Nowadays, research teams need to juggle a plethora of different projects, which can be put into roughly three categories:

  1. Core projects handled entirely by themselves, such as NPS trackers on their customer base;
  2. Projects executed externally, such as competitor analysis;
  3. Projects initiated by other departments, such as product tests.

Especially, projects of category 3 can quickly become overwhelming and hard to deliver on. When all the work is done by the insights team,...

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