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Vision Critical, Cargill and Campbell Soup Company to Present at Shopper Insights in Action 2013

Vision Critical to Showcase Latest Findings on Social’s Influence on Path to Purchase

CHICAGO – July 11, 2013 – Vision Critical, the leading provider of insight community technologies, today announced that company executives will be presenting at two sessions with clients Cargill, Incorporated and Campbell Soup Company on the value of technology, specifically insight communities, in capturing insights at this year’s Shopper Insights in Action conference. Additionally, the Vision Critical team will be highlighting recently released survey results that show social media sends buyers into brick and mortar stores.

Russ Onish, vice president of shopper and category strategy at Campbell Soup Company and Matt Kleinschmit, senior vice president of consumer, retail and shopper insights at Vision Critical will be presenting on the topic of Leveraging New Technologies for Category Reinvention. The session will examine how emerging research technologies and techniques are being employed for deep category learning and shopper insights. Attendees will gain an in-depth look into how Campbell Soup Company leveraged engaging research technology, interpretative analysis and customer collaboration to create a new dinner sauces category that caters to today’s rapidly evolving shopper preferences.

Sally Aaron, global marketing lead for Cargill’s Truvia® Ingredient Business and Ellie Hutton, vice president of Vision Critical University will be presenting on Understanding “The Sweet Life”: Activating, Leveraging and Sharing Community Insights. The session will focus on how the community delivers insights critical to multiple stakeholder groups for the B2C and B2B businesses of Truvia® natural sweetener. The presenters will share a behind the scenes look at how Truvia® natural sweetener is tapping into the hearts and minds of consumers in the ever changing sugar substitute category through “The Sweet Life” insight community.

Session Information:

At Shopper Insights in Action 2013, Vision Critical will also be introducing survey data on the social path to purchase, a longitudinal examination of the role social media networks have on consumer purchasing behaviors. As featured in the Harvard Business Review, this exploration into social media’s effects on motivating shoppers in store and online highlights the differences in social media purchase influence by shopper type, category and social media properties. For more information about this study, please download the whitepaper:

For more information about the conference, please visit Shopper Insights in Action 2013 at

About Campbell Soup Company

Campbell Soup Company is a manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, baked snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” “Bolthouse Farms,” and “Plum Organics.” Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the Standard & Poor’s 500 and the Dow Jones Sustainability Indexes. For more information, visit or follow company news on Twitter via @CampbellSoupCo.

About Cargill

Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 142,000 people in 65 countries. Cargill helps customers succeed through collaboration and innovation, and is committed to applying its global knowledge and experience to help meet economic, environmental and social challenges wherever it does business. For more information, visit and its news center