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Pouring It on : The emotional drivers making Hidden Valley Ranch America’s ideal condiment

If you could think of an ideal condiment, what would it be? 

More broadly, what would the ideal product or service in any category look like and what drives us to find those traits to be “ideal”? 

In this webinar, Lauren Michniacki, Global Insights Manager of Food at The Clorox Company (parent company for Hidden Valley Ranch), and Joe St. Hilaire-Bona, VP of Research & Insights at Protobrand, present results from a recent deep dive into what “ideal” looks like for their category and how understanding the emotional drivers behind those associations helped Hidden Valley Ranch look at the popular, creamy condiment in a whole new way.

For more information about metaphor elicitation techniques and how they can be used in research, click here or contact a member of the Protobrand team at