1. What are the strengths and weaknesses of the Campbell Soup Company's marketing information system?
2. What objectives does Campbell have for the marketing research efforts described in this case?
3. Compare the effectiveness of Campbell's biometric research with its deep dive research.
4. Describe how traditional marketing research could be integrated with Campbell's research efforts from this case.
The Campbell Soup Company is one of those veteran companies that has been around for a long time. And there isn't a product category much older than "soup." But Campbell has sustained growth and dominance by maintaining a strong marketing research focus. This case highlights how Campbell has gone beyond traditional paper and pencil survey methods by employing state-of-the-art neuroscience methods as well as contemporary "deep dive" ethnographic methods.