The direct-to-consumer customer insight advantage

Meal kit specialist HelloFresh believes being a direct-to-consumer brand gives it a distinct advantage in understanding customer motivations as it is responsible for the end-to-end journey from awareness to retention.
The marketing team, which is led by senior vice-president of global brand, Katharina Buttenberg, is made up of both qualitative and quantitative researchers, who are tasked with responding to different business questions.
The team then employ a series of different methodologies, f