How Mondelez Used a Cadbury-Themed Survey App to Capture Consumer Insights from 50,000+ Respondents
At-a-Glance
Mondelez International (Parent company of Cadbury)
CHALLENGE:
Mondelez needed to rapidly gather deep consumer insights on new product flavors. Standard, text-heavy survey forms were experiencing massive drop-off rates and failing to accurately reflect the joyful, vibrant branding of the Cadbury label.
SOLUTION:
Intelegain designed and engineered a highly engaging, gamified, and heavily branded custom web application that turned the survey process into an interactive digital experience.
RESULTS:
The immersive UX drove unprecedented completion rates, successfully capturing highly actionable flavor preference data from over 50,000 targeted respondents across the country.
The Challenge: Before Intelegain
Mondelez International, one of the world's largest snacks companies, was preparing to launch a new line of Cadbury chocolate variants in the Indian market. To ensure a successful launch, their marketing and R&D teams needed massive amounts of quantitative data regarding consumer flavor preferences and price-point elasticity.
Historically, the company had relied on standard third-party survey tools (like SurveyMonkey or Google Forms). However, these generic, text-heavy forms were yielding terrible results. Consumers found them boring, resulting in massive drop-off rates halfway through the questionnaire. Furthermore, the sterile white backgrounds of standard forms completely clashed with Cadbury's brand identity, which is built on joy, indulgence, and vibrant purple aesthetics. Mondelez needed a data-collection tool that didn't feel like a test, but rather an extension of their brand experience.
High abandonment rates on generic, text-heavy survey forms resulting in insufficient data collection.
A disjointed brand experience where the survey tool looked nothing like the vibrant Cadbury brand.
Inability to implement complex, gamified logical branching in standard off-the-shelf survey tools.
Why Mondelez Chose Intelegain
Mondelez required a bespoke application that blended enterprise-grade data collection with consumer-grade, gamified UX design. They partnered with Intelegain to execute this vision.
Implementation: The Intelegain Approach
Intelegain focused heavily on front-end interactivity, turning a standard questionnaire into a visually rich, fluid digital journey.
Phase 1: Brand-Aligned UI/UX Design
Working closely with Mondelez's marketing agency, Intelegain’s designers crafted an interface drenched in Cadbury’s signature purple.Instead of radio buttons, respondents interacted with high - resolution, animated images of chocolate bars.Sliders were used for rating scales, providing a tactile, engaging feel on mobile devices.
Phase 2: Complex Logical Branching & Gamification
The backend of the web app was programmed with complex logical branching-if a user expressed a dislike for nuts, the application dynamically altered the subsequent questions in real-time. Gamified elements, like a dynamic "flavor profile" that built itself as the user answered questions, kept respondents hooked until the end.
Phase 3: High-Concurrency Backend Deployment
Anticipating a massive influx of traffic from national social media campaigns, Intelegain deployed the application on an auto-scaling cloud architecture, ensuring the database could handle thousands of concurrent survey submissions without latency.
Measurable Results
Unique Completed Survey Responses
Alignment with Cadbury Brand Guidelines
Survey Completion & Retention Rates
Actionable Data Delivered to R&D Teams
Project Details
Mondelez
India
Food & Restaurant
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