How Mowi Built Smarter Strategies Through Collaborative Research with SightX

Traditional approaches provided a solid foundation, with syndicated seafood data offering valuable category-level information. But to continue learning more about the salmon category –an emerging and high-paced change food category– Mowi needed to go deeper, uncovering consumer attitudes, behaviors, and preferences with more specificity to guide confident, data-driven decisions.

After exploring the insights landscape and evaluating real-time data solutions, Mowi recognized that SightX offered the expertise to guide research design and help interpret results. What Mowi needed was a partner with a unique combination of technology and segmentation expertise to bring clarity to a complex category.

As Mowi’s Senior Director of Marketing put it, "SightX didn’t just give me a tool. I felt like I suddenly had a consumer insights team within my team. That was the difference."

Together, the Mowi and SightX teams co-created studies designed to uncover meaningful consumer perspectives on seafood, from perceptions and purchase drivers to brand recognition and category dynamics, giving the brand a richer, more actionable view of its consumers.

Rather than just supplying data, SightX partnered with Mowi to provide segmentation expertise, interpret results, frame insights as stories, and apply them to real business challenges.

For the Senior Director, this technical expertise in conducting segmentation on the SightX platform was essential. With a leaner internal team, she relied on SightX to break down complex questions into actionable research plans, ensuring every project moved forward with clarity. This partnership model positioned SightX not only as a technology provider but as a category expert able to help the Mowi team navigate the nuances of the seafood space with confidence.

This “do-it-together” model delivered results far beyond a typical technology vendor relationship. By combining technology with tailored guidance, SightX enabled Mowi to move quickly while still uncovering the nuanced truths of the seafood category. Insights were no longer just numbers on a dashboard. They became clear, compelling stories that could be taken directly to leadership and retailers.

As Mowi’s Senior Director of Marketing shared: "With SightX, I get insights, interpretation, and a story I can use to drive strategy."

This collaborative approach cuts research timelines, validates key strategies, and gives Mowi a sharper understanding of the American seafood consumer.

As Mowi deepens its presence in the Americas, the partnership with SightX is evolving from project-based research to a true insights engine. Together, the teams are uncovering consumer perceptions across fresh, frozen, and smoked seafood categories, deepening their understanding of salmon consumers in the Americas, and identifying the white space opportunities for category growth.

For the Senior Director of Marketing, the value lies not just in the platform, but in the people behind it. She shared, "SightX gives me technology powerful enough for any advanced use case, but what makes it indispensable is the expertise. It’s not just data. It’s strategy, story, and a team I trust."

With SightX as a partner, Mowi is not just keeping pace with consumer expectations, but charting a smarter course for the future of seafood.