The Dairy Farmers of Wisconsin were embarking on a pivotal advertising and communications campaign to push the message of sustainability to their customers and stakeholders. In the past, they used traditional focus groups to understand attitudes towards sustainability and craft an initial message. However, in order to more deeply probe underlying attitudes and evaluate the effectiveness of the message, they needed to go beyond focus groups.

The depth of insights provided by Focaldata AI proved to be a game-changer, uncovering invaluable opportunities to refine and elevate their go-to-market messaging in ways they hadn't anticipated. The in-depth report combining rich verbatims with impressive quantification of the qualitative interviews gave them confidence in their overall message. More than this though, it also gave the team a deep understanding of why the message has resonated with different groups and what they could change to make it even better.