qualitative research

Creating Differentiation in a Cluttered Category

Creating Differentiation in a Cluttered Category

Cindy Cluett

The Challenge

How should we talk about our new-to-the-world product offering in order to position it against other offerings in the dairy aisle?

Our Approach

Gather consumer-generated sensory language in a focus group setting to describe the product’s taste and texture attributes.

Explore usage occasions and comparison to products in adjacent categories.

Insights to Action

While the product was very well-liked, consumers were not likely to use it to replace their current product.

Positioning the product against other offerings in the dairy aisle was less appealing than calling out new usage occasions based on the taste and textural attributes.

Marketing was guided to develop a positioning around the most appealing attributes rather than pitting the product against current offerings.

How to Extend the Product Platform through New Occasions

How to Extend the Product Platform through New Occasions

Cindy Cluett

The Challenge

As part of a strategic growth initiative for a line of sweet baked goods, our client wanted to explore new occasions, mainly breakfast. Our client had four platform ideas, which would extend them deeper into the category, as well as provide new occasions.

Our Approach

Co-Create in an iterative process with Category Prime Prospects to first determine unmet needs and then generate product ideas around those needs (funneled approach).

Explore a range of stimuli to provide appropriate language and product cues to take forward to concept and product development.

Insights to Action

If extending into the morning occasion, any products would have to reinforce convenience and deliver value.

The need for convenience eliminated one of the platforms, because consumers found it would not deliver this benefit.

Another platform was eliminated, because consumers could not recognize the value it brought.

This guidance was critical in helping our client narrow down and focus their efforts.