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In 2022, Agrosuper needed a continuous, actionable read on its consumers to make faster decisions across key categories (chicken, pork, turkey, and ready-to-eat formats). The challenge was to understand habits, preferences, barriers, and motivators, as well as to validate product concepts before scaling investments.
Maggiore implemented and managed the Consumer Voice Panel, running periodic surveys and specific studies. Quantitative and open-ended questions were combined to map consumption, share of wallet, valued attributes, rejections, and ad recall, delivering reports with findings and recommendations for portfolio and communication.
Agrosuper gained an “always-on” insights system to decide with greater certainty. The panel grew steadily and generated clear learnings about consumption and preferences (for example, budget allocation by protein and choice drivers). In addition, concept tests provided early signals of appeal and purchase intent, reducing risk and speeding up the optimization of proposals before launches.
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