Those who know the industry best
If we type "pasta recipes" into Google, it brings up 1.2 billion results in English. This little fact highlights the importance of adapting to the requests and needs of customers that occur at different points and channels throughout their journey.
The challenge, and the opportunity, at hand is about resilience, and having a constant appetite for improvement. To stand out, Barilla does not only study different customer groups, but also goes even further to fully understand the industry as a whole.
The Observatory can also be used to monitor conversations on the rise, concerning ingredients (for example, negative opinions on certain ingredients), recipes, topics such as sugar, different types of diets, superfoods, or competing topics that are dominating the social conversation.
And because being number one is the priority, the Brandwatch alert system informs the team when there’s an increase in conversations relating to one of these trends, or of the appearance of new potentially useful trends, both among the general public and in the micro-communities targeted by the brand.
Once again, the constant monitoring of data is the key to standing out in the industry.