New Products, Same Values

GOAL // Understand Why Customers Leave and Uncover Opportunities for Retention

Purple Carrot, a plant-based meal kit, gets rave reviews for its flavorful, globally-inspired, easy-to-follow recipes. They wanted to understand their customers' needs better, and uncover opportunities to keep consumers from skipping a week or cancelling a subscription while still working toward their sustainability mission. 

APPROACH // Survey and Deep Dive Interviews

A thoughtful survey helped us establish different segments and reason for skipping or cancelling, and allowed us to recruit qualitative participants who represented each of those segments for online video interviews.

We honed and built upon creative concepts to test, weeding out low performers in the survey so that qualitative time could focus on evaluating and improving the biggest opportunities.  

IMPACT // A Creative New Name and Clear Opportunities and Guardrails

Creating a new name for a product offering was not part of the scope, but when a lightbulb went off we quickly checked the U.S. Patent Office and domain registrations to confirm that the name was available, and suggested to our clients that we test it during research. Both the concept and the name were popular, and the clients launched the new offering immediately after hearing the results. 

We also established what people were looking for that would keep them in the fold longer, and found clear guardrails around what people did not want, teasing apart pandemic-specific behaviors and long-term attitudes. 

"THANK YOU! I really appreciate you... super helpful. Great job!"

- Director of Brand Strategy & Consumer Insights, Purple Carrot