Fitting the Voice of the Customer: How Fruit of the Loom Uses Canvs AI 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 AI 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 The Road to TMRE. Chad shares how Fruit of the Loom uses Canvs AI 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, especially open-ended consumer responses, to understand how packaging, messaging, and design resonated with diverse audiences. Limited resources and increasing demand for timely insights made traditional manual analysis of qualitative data inefficient and overwhelming, particularly as consumer expectations around inclusivity and body positivity evolved.
Solution
Fruit of the Loom adopted Canvs AI for text analysis across its research, helping them to streamline and enhance the analysis of open-ended feedback.
“Fit For Me" Packaging Research
To assess the effectiveness of packaging in communicating design and benefits, particularly how well it resonated with consumers on body positivity.
Tagline Evaluation
To understand why the tagline “Designed to fit your curves” resonated with consumers and uncover any potential areas for fine-tuning.
Consumer Feedback Analysis
To identify unexpected insights, such as the importance of color and design in consumer perceptions, which might have been missed through traditional analysis methods.
Benefits
Improved Efficiency
Canvs AI enables Chad to analyze large volumes of open-ended feedback in a fraction of the time, allowing him to meet tight deadlines and deliver timely insights to the leadership team.
Enhanced Insight Depth
By capturing not only key themes but also the emotional context of responses, Canvs AI helped Chad understand the “why” behind consumer feedback, resulting in deeper, more actionable insights.
Stronger Strategic Alignment
Canvs AI empowered Chad to provide specific, data-backed recommendations to marketing and product teams, supporting optimized packaging and messaging that better resonated with consumers’ evolving expectations.
