Please join Simone Schuster of Dannon and Chris Smith of Consensus Point at The Quirk’s Event on Tuesday, February 28th in Orange County, CA to learn about a powerful alternative to traditional survey methods for concept testing, and how the approach truly delivers better, faster, and cheaper insights.

Session Details:

Dannon Yogurt has a 35 percent market share in the hotly competitive market in the U.S.  Its flagship brand, Activia, has been brilliantly marketed over the years as the No. 1 probiotic brand with “Take the Activia Challenge”.  The Activia tagline, “It works or it’s free”, has been a compelling tagline for Activia for years.

In the summer of 2016, it was time for a tagline refresh for the 2017 relaunch of Activia, and Dannon conducted a Prediction Market to identify which of the 13 proposed tags would motivate the most consumers to purchase the brand, and which would be perceived as most believable.  The results delivered clear differentiation across the 13 concepts and were delivered within five days of fielding.

In their presentation, Simone and Chris will discuss how the innovative Prediction Markets methodology differs from traditional survey methods by leveraging “the wisdom of crowds” to predict outcomes.  And, Simone will provide examples of the insights that made this decision much easier for the brand team.

Attendees will receive answers to the following key questions:

  1. What is a Prediction Market and how does this methodology differ from traditional survey methods?
  2. How do the results/insights of a Prediction Market differ from traditional survey methods?
  3. How has the prediction market methodology been validated?

Hope to see you there!