Consumer conversations surprise brands in a lot of ways. Customers often care more about some things than a brand realizes and less about what the brand thinks is important. This can affect social media, marketing and even product decisions.
In recent years, General Mills learned through customer conversations that families were playing with the Pillsbury dough, making shapes and designs for fun; not just cooking with it. Based on this insight, General Mills revitalized a tired brand by focusing on the family activity value the product enables.