Seeing What Customers See: Turning Research into Strategy That Reveals Hidden Opportunities

Discover how well-designed research can uncover what customers truly see, think, and value—and where brands often miss the mark. This session walks through the process of designing market research that challenges assumptions, clarifies priorities, and exposes hidden opportunities. You’ll learn how to move from data to decisions that strengthen marketing impact, refine brand strategy, and inspire more customer-driven innovation.
You’ll also hear directly from Jasper at Raisin, who will share how his team used research to uncover hidden opportunities and challenge long-held assumptions. He’ll explain how disciplined study design and sharp data interpretation led to insights that transformed both marketing and brand strategy.

What You’ll Learn:
• The Power of Claims: Why Raisin turned to claims research—what claims really are, how they differ from marketing messages, and why the right ones can transform customer perception.
• MaxDiff and TURF in Action: How these research methods reveal what matters most, when to use each, and the surprising insights they unlocked for Raisin.
• From Insight to Impact: How Raisin turned research findings into actionable strategies and empowered teams to actually use them.