Customer story
How Hunter & Gather doubled bone broth sales and expanded retail distribution with just 12 days of consumer research
Real insights that powered retail expansion, sharper marketing, and a new product launch.
1 major retailer
2x
Grew to #3
The Challenge
Hunter & Gather had just launched bone broth and needed fast, high-confidence answers to a few critical questions:
Can we prove this product is incremental to our range for confident sell-in to supermarket retailers?
How should we position it to drive stronger 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 could take weeks or months, rely on generic audiences, and deliver insights 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 study captured:
Usage behavior, frequency, and occasions
Perceived benefits and efficacy
Purchase drivers and claim importance
Format and flavor opportunities
Expected retail placement
Price sensitivity
2
Critically, the study achieved a 96% response rate and delivered fast, decision-ready insight:
Segmented by retailer shopper type and DTC customer type, enabling direct application to retail buyer conversations and marketing strategy
Delivered real-time results, with initial insights in 5 days and completion within 12 days end-to-end
Revealed that 85% of customers independently suggested a new flavor, providing clear direction for NPD
Combined quantitative findings with rich qualitative feedback to inform retail sales, marketing, and product development
The Results
Retail sell-in and category expansion
Retail expansion, backed by data: Just 12 days of research validated bone broth as incremental to collagen, not a substitute, giving the sales team compelling evidence for retail sell-in. Combined with insights on shelf placement and pricing, this supported a range extension with Holland & Barrett.
Sharper, consumer-led marketing: Two distinct consumer usage occasions emerged, helping Hunter & Gather refine messaging across DTC, paid media, and retail marketing to reflect how people actually use the product.
NPD unlocked, doubling the category: 85% of consumers independently suggested a chicken flavor, directly informing a new launch within just 5 months. The expanded range helped Hunter & Gather double bone broth sales.
High-confidence product validation: 90%+ satisfaction across taste, texture, and overall experience confirmed strong product-market fit, giving Hunter & Gather the confidence to scale bone broth into its third-largest product category.
“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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