Fitting the Voice of the Customer: How Fruit of the Loom Uses Canvs to Drive Data-Driven Packaging and Messaging Insights
Scalable Feedback Analysis • Data-Driven Decision Making • Accelerating Time to Insights
Fruit of the Loom, home to iconic brands like Vanity Fair and Russell Athletic in addition to the flagship Fruit of the Loom brand, is dedicated to creating products that resonate with its diverse consumers. With an emphasis on inclusivity, the team needed a way to quickly analyze large volumes of open-ended feedback about packaging and messaging for a new product launch. Fruit of the Loom chose Canvs to weave unstructured feedback into insights, enabling data-driven decisions that strengthen consumer connection.
Check out the video below to watch our session with Chad Holleman from Fruit of the Loom at TMRE. Chad shares how Fruit of the Loom uses Canvs to quickly analyze consumer feedback, turning it into insights that guide packaging and messaging decisions.
Problem
The insights team at Fruit of the Loom faced the challenge of delivering strategic insights across multiple iconic brands. This task required Senior Director of Consumer Insights, Chad Holleman, to analyze vast amounts of unstructured feedback to understand how packaging, messaging, and design were landing with diverse audiences. But with limited resources and rising demand for timely insights, traditional manual analysis of qualitative data became inefficient and overwhelming.
Solution
Fruit of the Loom partnered with Canvs to revolutionize how they analyze and understand open-ended feedback across their research initiatives. The team can now identify true shifts in consumer preferences and behavior while capturing the nuance in customer sentiment.
“Fit For Me" Packaging Research
One of the key applications of Canvs at Fruit of the Loom was evaluating the effectiveness of their “Fit For Me” packaging. The platform surfaced specific feedback indicating a positive response to inclusive imagery and body-positive messaging, while also highlighting areas where the messaging caused confusion. These nuanced insights, often buried in large volumes of open-ended feedback, would have been difficult to uncover through traditional analysis. Canvs enabled the team to identify impactful takeaways faster and with greater clarity.
Tagline Evaluation
Another critical application of Canvs was evaluating consumer responses to the tagline “Designed to fit your curves.” The team needed deeper insights into how it resonated with audiences and whether any changes to the messaging were truly necessary.
Benefits
Improved Efficiency
Analysis time reduced from days to minutes, allowing the insights team to meet tight deadlines and respond quickly to consumer preferences.
Enhanced Insight Depth
Capturing both key themes and emotional context provided a more complete understanding of consumer feedback, resulting in deeper, more impactful insights.
Stronger Strategic Alignment
Data-backed recommendations helped align marketing and product teams on packaging and messaging that better resonated with evolving consumer expectations.
