The Need for Rapid Testing and Flexibility

In a market where consumer expectations shift rapidly, Danone Nutricia sought a solution that could keep pace with its drive for innovation without compromising quality or stretching budgets.

Traditional market research methods, while effective, often require lengthy timelines and significant financial investment, making it challenging to experiment with new concepts before full commitment. As Clara Lee, Head of Strategy, Planning, and Insights ANZ at Danone Nutricia, explains, “there’s a lot of value in something that has a really quick turnaround.”

With Ideally, Danone Nutricia could deliver valuable insights within tight timelines and at a fraction of the cost.

“Ideally encourages teams to not be scared of putting stuff out there and seeing what comes back, then having a few goes at it. It allows us that freedom to play a little bit more… Every marketer wants that get-out-of-jail clause to test their ideas, and Ideally provides that with its low cost of entry.”

‍

Transforming Idea Testing with Ideally’s agile platform

“The fact that we can easily upload the testing material ourselves and get results back all within 24-hours is a game change in the demanding business world that we operate in.”

Danone Nutricia has been able to explore ideas and the quick feedback loop helped them identify the strongest approach before committing to a full-scale marketing push.

When it comes to the value that Ideally brings to the team at Danone Nutricia, Clara is enthusiastic about how it lets her team test and learn without the fear of having to invest money in advertising for a concept that might not go right.

The tangible benefits of working with Ideally extend beyond time and cost savings.

A New Standard for Testing and Learning

Ideally has helped redefine Danone Nutricia’s approach to market testing. The platform’s easy to use design, rapid feedback, and supportive structure have empowered Clara’s team to move from a mindset of “perfecting” to one of continuous improvement. “A lot of marketers often feel like we have to get everything 100% perfect when we write concepts and things like that,” Clara explains. “With Ideally’s platform, it allows us to test and learn a little bit more and to optimise, which I really think is of great value.”

With the ability to adjust, refine, and retest as often as needed, Danone Nutricia’s team can confidently explore new product ideas and messaging strategies allowing brands to focus on products that truly resonate.