Looking to launch a new product, they wanted to understand the emotional and functional needs that hydration meets. There was particular interest in consumer groups of female athletes and Hispanics. Research was needed to identify hydration territories, test brand perceptions and identify potential areas of unmet needs for new product development. 

To gather insights, we conducted a three-day digital taskforce where participants completed several tasks including word association, video diaries, mood boards and developing a new product. This was followed by discussion  groups from participants in the online community to get a better understanding of what hydration means, test brand perception and map products onto the developed hydration territories.

The comprehensive study provided our client with an in-depth understanding of what hydration means to different consumers, including the targeted groups. Moreover, it offered valuable insights into the market positioning of their current products, and recommendations on potential opportunities for new products.

McCain are leaders in the frozen potato category, but currently only has a few products in chilled. Research was required to understand how shoppers navigate the category and support new product development with a view to increasing market share of the chilled category.

We conducted an online survey with people who shop chilled potato. This was supported by intercepts and observations in supermarkets across the UK. We also conducted face-to-face focus groups to gain further insight and test new product concepts. 

Our client was looking to launch a new tea related product to market and wanted to establish consumer appetite for the product.

Before exploring the concept in detail, we took time to understand the rituals of tea: how people make it; tea bags versus loose tea; when people like to drink it; the role it plays in their lives; and what types fulfil which needs.

After introducing the client concept, we were able to ascertain the level of consumer appetite, but also where it would fit into their existing routine. 

Insight helped the client to develop the product design and messaging before launch.