Cargill innovation team collects insights for new food locker system
The Challenge
Approaching the launch of Chekt, Cargill’s new food locker system, the innovation team at Cargill wanted to dive deeper into Gen Z’s perceptions and desirability for the food locker concept. Through Chekt lockers, consumers can place mobile orders, bypass lines, and pick up food from touchless, temperature-optimized lockers. To both guide and validate the marketing strategies of this new system, Cargill launched a study with Knit to gather quant and qual feedback directly from Gen Z students within their pilot target markets.
Custom Panel Segmentation
Hoping to gather insights from core target markets, Cargill prioritized geographical segmentation for their study: undergraduate students in metropolitan areas including Los Angeles, San Diego, Boston, Chicago, and Tampa.
SUPPLEMENTAL Qual Feedback
Cargilll enhanced it’s understanding of Gen Z consumers with qual video responses by getting a more contextual understanding of the “why” behind Gen Z’s perceptions and desirability of the food locker concept.
By The Numbers
How Knit delivered, big time…
QUAL Videos Responses
Key Target Markets
How We Helped
Qual Video Responses Validating Marketing Value Props
Through Knit’s voice of consumer videos, Cargill was able to gather rich insights to validate Chekt’s value proposition. Benefits to the customer included by passing food lines to reduce long wait times, increasing availability for dining after-hours, and increased safety.
Qual Context Sheds Light On Customer Hesitations
Key to Chekt’s success on campus is not only understanding what attracts students to the idea of food lockers, but also understanding what deters them from giving it a try. Through further qualitative feedback, the Cargill team was able to understand why 13% of students reported they would not order from a food locker – including lack of convenience, skeptism of food freshness, the social aspect of meal time and the transparency around food freshness.
Powerful Analytics Tool for Instant Analysis and Easy Sharing
As Cargill’s study was fielded, respondent submissions automatically updated in real-time in their campaign dashboard. Automated video transcription enabled Cargill’s marketing strategy leads to analyze respondent feedback and pull quotes for quote libraries and sales pitch decks.
Schedule a Demo to see how Knit can help
Reach out to our team to learn how our Gen Z Insights platform can deliver on-demand quant & qual insights to guide your current and future campaigns.
