These tools have the possibility to transform your business. If you know how to harness them
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If you pushed a shopping cart down a grocery aisle in the summer of 2013, you might’ve noticed a curious new snack: Watermelon Oreos. Perhaps you even reached for a package.
The limited-release flavor, alas, was not long for this world. But the data that was collected on who did and didn’t purchase it has led to some lasting insights. Namely, a team of researchers led by Kellogg marketing professor Eric Anderson discovered a segment of customers with highly unusual—and highly unpopular—tastes. If these customers purchase your new product, the researchers found, it is likely to fail.
[This article has been republished, with permission, from Kellogg Insight, the faculty research & ideas magazine of Kellogg School of Management at Northwestern University]