Sauer Brands Takes a Data-Based Approach to Drive Customer Loyalty and New Product Development

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With more data at its disposal than ever before and consumer preferences constantly evolving, Sauer Brands needed a partner who could help them better understand their customer experiences and buyer personas and to get the right products in the right place at the right time.

When developing its next generation of seasonings and condiments, Sauer Brands and its Director of Brand and Marketing Shon Pagel wanted to understand how customers interact with their products. “It’s all about engagement,” Shon says. “It’s about being in the right place at the right time and saying the right thing.”


Working with Hanover Research, Shon was able to help Sauer Brands utilize buyer persona focus groups to gauge:

  • How customers are using different products
  • When they use them most
  • What they use them for


With this data, Shon and her team were able to develop three new brand segments. “We’re using data to truly transform what our consumers see from us on a day-to-day basis, and that’s how you’re going to get new people to buy your brands,” Shon says. “That’s how you are going to get those lifetime customers.”


Shon and Sauer Brands continue to work with Hanover to understand developing flavor trends in the food and beverage industry. Thanks to Hanover’s research, Shon and her team have started launching new products that align with consumer trends and preferences for the coming year.


“It’s our jobs as brand management professionals and marketers,” she says, “to make sure that we are listening to our customers and giving them what they need.”

We have launched three new brands and brand segments in the last year and Hanover has been there every step of the way for every single one of those brands in understanding how our consumers are going to use these products, when would they most use them, and what would they most use them on.

Shon Pagel, Director of Brand and Marketing, Sauer Brands

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