Case Study

Category Mapping and New Product Development

The Challenge

  • To understand the category from a consumer perspective
  • To learn how consumers see products in relation to each other
  • To understand the appeal of each new idea and how they can be optimised
  • To identify where and why consumers saw them on the category map

Tools

  • 18 x In Home Usage with Impact App Videos
  • 6 x Focus Groups

Deliverables

  • In-depth report
  • HD video footage and edits

Our Solution

  • In Home Ethnography App allowed exploration and understanding of the lifecycle of an ice cream product i.e. in store behaviour, purchase drivers and motivators etc.
  • Category mapping and grouping exercises.
  • Concept Evaluation identified appeal, strength & weaknesses of each before understanding was gained into how the NPD would sit in the category.

The Outcome

  • We 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 the field. 
  • Clear guidance was given as to the progression and development of NPD, providing a realistic view of concept success. 

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