Customer story
How Hunter & Gather unlocked retail sell-in, stronger conversion, and a clear NPD roadmap in 12 days
Using real customer data to prove incrementality, sharpen marketing, and guide product decisions post-launch
96%
90%
12
The Challenge
Hunter & Gather needed fast, high-confidence answers to a few critical questions for their bone broth launch:
Can we prove this product is incremental to our range for confident sell-in to supermarket retailers?
How should we position it to drive strong conversion across DTC and retail marketing?
What should we prioritize next across existing product optimization and future NPD?
These answers were needed immediately to inform retail sell-in, marketing execution, and product strategy.
The challenge: traditional research would have taken weeks or months, relied on generic audiences, and delivered too late to influence key commercial decisions.
What they did with Sourcerie
1
Hunter & Gather ran a targeted post-purchase Usage & Attitudes (U&A) study using Sourcerie, recruiting active bone broth customers and incentivizing with a Hunter & Gather bone broth sample.
The U&A study captured:
Usage behavior, frequency, and occasions
Perceived benefits and efficacy
Purchase drivers and claim importance
Format and flavor opportunities
Expected retail placement and price sensitivity
2
Critically, the study achieved a 96% response rate and delivered fast, decision-ready insight:
Segmented by retailer shopper type, enabling direct application to supermarket buyer conversations, as well as DTC customer type
Delivered real-time results, with initial insights in 5 days and completion within 12 days end-to-end
Combined quantitative confidence with rich qualitative signals
Produced outputs that were immediately usable across retail sales, marketing, and NPD
The Results
Retail sell-in and stronger DTC conversion
Retail sell-in, backed by data: Bone Broth proved to be incremental to collagen, giving the team what they needed to confidently land supermarket listings and extend their range, supported by clear signals on expected shelf placement and pricing
Stronger marketing conversion: Two distinct consumer usage occasions emerged, unlocking clear, customer-led messaging now used across owned and paid marketing to reflect how people actually use the product
NPD unlocked: 85% of customers independently suggested a new bone broth flavor to launch, informing product development and leading to a new flavor extension launched within 5 months. This decision has led to incremental growth within retail
High-confidence product validation: 90%+ satisfaction across taste, texture, and overall experience, confirming strong product-market fit with no need for reformulation
“Sourcerie gave us fast, high-quality insight at a critical post-launch moment. The study validated product–market fit, removed concerns around cannibalization, and directly shaped our marketing, NPD priorities, and retail strategy. The outputs were immediately actionable and influenced real commercial decisions.”
Harry Noel-Smith, Head of Product, Hunter & Gather
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