Market Researchers Resources The 2018 Guide to Qualitative Research Methods

Kideation® Case Study

Heinz approached DRA with the following challenge: How can we increase kids’ loyalty to, and use of, Heinz Ketchup?

DRA recommended a series of Kideation® hybrid groups, utilizing our creative pool of 4th-6th graders. Half of each session was devoted to evaluating ideas already in the Heinz pipeline, and half was devoted to engaging the children in brainstorming new ideas for consideration. At the conclusion of the research, a Team Navigation® session was conducted with clients to identify themes and ideas with the highest potential for new product development.

As a direct result of kids’ input, Heinz developed a new product—Heinz EZ Squirt—which comes in a fun, kid-friendly bottle in both traditional red tomato and new Blastin’ Green colors. It was introduced in October 2000.

“I have used Doyle Research on numerous occasions, and have found the team to be knowledgeable, creative in recommending solutions for qualitative that works, able to turn on a dime when we needed it. We’ve had solid results and some highly insightful analysis that opened business partner eyes to some things they didn’t know but needed to.”

Consumer Insights | DeVry University

Qualitative Online Research