Market Research as a Sales Film | Snyder’s Pretzels

A staple of the market research world is the humble clip film. 

It’s usually a simple series of clips from focus groups or consumer interviews, with the aim of illustrating a variety of insights and underscoring a slew of points made in a PowerPoint deck. 

But the assignment here was different. Not only was RTi Research tasked with researching consumer reactions to Snyder’s new Twisted Pretzel sticks, but the hope was that a persuasive video could be made to use as a sales tool when Snyder’s approached supermarket chains to include the new snack on their shelves. 

So RTi asked us to conduct the interviews and craft a video that would center around a compelling Unifying Idea. 

And the idea was this: Consumers can’t get enough.  A craveability strategy, so to speak. 

But what made the video work was more than a smart strategy. There’s an emotional unity to the video, a coherent good vibe in both the performances and the editing that made it even more effective. 

And the proof was in the results. Consumers can now find Snyder’s Twisted Pretzel Sticks on supermarket shelves throughout America and their online counterparts.