Igniting Empathy: Personas and Experience Maps
The Approach
We began with a remine, reviewing their existing research and building our initial hypotheses. Then, we spoke with the people who matter most. We used both static and recurring text, video and photo-based tasks on our Fieldnotes platform to dig deep into each segment’s values, motivations and behaviors that frame how and with whom they source their food.
The analysis process was intense to say the least (and we enjoyed every minute of it!). In the end, we delivered 6 Films, 6 One-page Personas, 6 Segment Decks, 6 Food Occasions Tables, 6 Journey Maps and 1 Segment Comparison Deck… and a partridge in a pear tree.
The Impact
We identified and pulled apart the most meaningful differences across the six segments that we knew our client could immediately action against. We learned about who each segment was, the texture of their lives, the role that food played, their approach to cooking, and how all of it reflected in what they look for in a grocery shopping experience.
Creating Breakthrough Innovation for Healthy Foods
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.
Innovating for the Future
Is there enough demand to support an additional natural brand in Southern Europe? Is there enough differentiation between the new and existing natural brands within the portfolio to prevent cannibalization? Is the new brand’s positioning relevant and resonant? Identifying demand spaces and differentiation in pet food!
Humanizing Big Data
Humanising and bringing big data to life in a vast country such as India is often a long and expensive process — but not as challenging as predicting the direction of this fast-growing economy.