Dairy Farmers of Wisconsin use Focaldata AI to strengthen their sustainability messaging

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.

Dairy Farmers of Wisconsin used a traditional focus group to fuel initial message ideation. They then deployed Focaldata AI to run 500 in-depth 30-minute interviews at targeted sustainability-minded segments to understand how different parts of the message resonated - including why and how it could be improved. They wanted to build confidence in the message they’d created in traditional in-person focus groups and see if they could improve upon it.

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.