CASE STUDY
Bridging Cultures, Elevating Cheese: Tillamook & DLG Research
Tillamook, a renowned Pacific Coast cheese brand, turned to DLG Research to navigate the complexities of Texas—a state where flavor traditions run deep and culinary expectations are as diverse as its people. By drawing on DLG’s expertise in multicultural market research, the brand sought to decode Texan preferences, clarify brand positioning, and build a successful foundation for growth in a bold, competitive market.
Wins
- Uncovered nuanced cultural and sensory preferences that shape cheese consumption among Mexican-American, African-American, and General Market consumers in Texas.
- Identified the unique cues and visual signals that drive perceptions of authenticity, quality, and brand differentiation in the consumer packaged goods sector.
- Delivered actionable results and clear strategies to distinguish Tillamook’s products amid fierce competition—fueling brand building and market expansion.
How can a leading Pacific Coast cheese brand successfully expand into Texas—meeting the region’s expectations for authentic flavor, distinct identity, and culinary tradition—while protecting proprietary research insights and the client’s competitive advantage?
Solution
DLG Research designed a multicultural, bilingual, field research initiative, bringing together diverse Texans in engaging, context-rich discussions and hands-on sensory evaluations. This approach allowed participants to share honest perspectives on packaging, taste, and authenticity, while navigating the blurred lines between Tex-Mex comfort food and true Mexican culinary heritage. By leveraging DLG’s voice of the customer methodologies and integrated market research tools, every phase was designed to surface deep, human-centered insights—safeguarding sensitive data and focusing on actionable strategies for both brand and product optimization.
Client Profile
Tillamook is a leading cheese brand from Oregon, known for blending heritage and quality into authentic products. The brand is dedicated to bringing bold flavor, culinary authenticity, and meaningful connections to audiences across an expanding U.S. footprint.
Key Finding
Authenticity in cheese is both a matter of taste and trust: Texas consumers look for recognizable cues—language, branding, and traditional flavor profiles—while also seeking products that seamlessly fit their real-life cooking and mealtime habits.
Results
Tillamook emerged from the engagement with a data-driven, culturally attuned roadmap for market entry and growth. With clarity on regional preferences, brand differentiation, and opportunities for product adaptation, the brand is now equipped to connect with diverse Texan audiences, strengthen its presence in the food industry, and advance its reputation for consumer insights-driven innovation—without compromising confidential knowledge or unique methodologies.
DLG Research’s Value Add
- Bilingual, bicultural research design that authentically reaches and engages multifaceted Texan consumers.
- Expertise in consumer packaged goods, brand building, and cross-cultural insights that inform every stage of the market research process.
- Field research methodologies tailored for cultural nuance and real-world product testing.
- Actionable results—strategic guidance delivered at the speed of brand ambitions, always anchored in client confidentiality and trust.
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