Our client previously based innovation in this food category on technology advancements, but they wanted to drive growth by developing innovative new products that address consumers' emotional needs.
Using a multi-modal approach of online qual, mobile journaling, and in-person ethnography, we first gained a deep understanding of consumers' behaviors, motivations, and unmet needs. We then led the client team in a day-long strategy workshop to identify the richest opportunity areas. Through facilitated ideation sessions, we developed over 100 new ideas to fill the client's innovation pipeline, and turned 12 of them into full concepts ready for additional testing. One of the ideas is set to hit store shelves in 2015.