Russ Onish, Director of Category Leadership & Shopper Insights, Dreyer’s Grand Ice Cream Co.
Dard Neuman, PhD, President of Insights, SmartRevenue

Recent in-store research by Dreyer’s uncovered higher levels of pre-determination in ice cream shopping than previously thought. Working with SmartRevenue, Dreyer’s spearheaded an in-depth research study across Nestlé’s leading portfolio of Frozen Foods to understand many aspects of shopping trip preparation including list making, household member influencers, impact of advertising, feature ads, coupons, digital media, freezer inventory, trip mission, etc. Using several methodologies including moderated diaries, in-home interviews, and on-line surveys we’ve synthesized learning to better understand how to reach shoppers in trip-preparation mode and “get on their list.”