understand the category from a consumer perspective
learn how consumers see products in relation to each other
understand the appeal of each new idea and how they can be optimised
identify where and why consumers saw them on the category map
18 x In Home Usage with Impact App Videos
6 x Focus Groups
HD video footage and edits
Home Ethnography App allowed exploration and understanding of the lifecycle of
an ice cream product i.e. in store behaviour, purchase drivers and motivators
mapping and grouping exercises.
Evaluation identified appeal, strength & weaknesses of each before
understanding was gained into how the NPD would sit in the category.
delivered a comprehensive category evaluation from a consumer perspective,
delivering the ‘so what?’ behind the mapping by highlighting opportunities, and
areas where our client’s brands could change the game and take the lead in a
particular group; by repositioning products, they had the opportunity to lead
guidance was given as to the progression and development of NPD, providing a
realistic view of concept success.