Case Study: How Market Logic Used DeepSights to Help Hormel Foods Create an Active Intelligence Engine
By Market Logic
- case study
- AI
- Artificial Intelligence
- Knowledge Management
- AI Personas
- Concept Testing
- Data Connectivity
- Insight Activation
- Insight Transformation
- Survey Data Centralisation
Hormel Foods, a branded food company with more than 30 brands including Skippy, Planters, and SPAM, faced growing pressure to make faster, better-informed business decisions. Its Insights team followed a traditional process. They identified questions, searched for existing research, commissioned new studies, and synthesised the findings. While effective, this approach took significant time and investment and could no longer keep pace with the organisation’s needs.
Hormel Foods partnered with Market Logic to implement DeepSights™, an enterprise AI platform layered on top of The Hive, Hormel’s centralised knowledge management system. The Hive houses internal research and trusted external sources. DeepSights uses agentic AI to connect, synthesise, and surface proprietary knowledge in seconds, with full traceability to the original sources. The team also deployed DeepSights Personas, AI-generated consumer personas built from Hormel’s existing research. This enabled natural-language concept testing and idea validation at scale.
DeepSights saved Hormel Foods’ teams hours of manual research per business question. It moved analysts from roughly five percent to fifty percent of the way toward an answer before any new research was commissioned. The platform was rolled out across marketing, sales, category management, and R&D.
Read the full version of this case study on the Market Logic website here.
