The Question

How can our client maintain their position as one of the leading brands in the market, and what are the opportunities they can tap into for the future?

The Approach

A multistage qualitative approach for full, foundational research to truly understand the category, how families interact with it, and competitor analysis:

• Digital ethnography to understand the wider context of family life, family shopper behaviour, and the different roles of beverages
• In-home depths & ethnography for a deep dive into the category, and to observe interactions with the beverages in their home environment as part of their routine
  
• Online groups to test potential ideas for the pipeline and understand trade-offs that parents are willing to make
  

Findings were presented as part of a stakeholder workshop to ensure the insights were impactful and wide reaching.

The Outcome

The findings empowered our client and stakeholders to align the brand with evolving consumer expectations, ensuring continued relevance and growth in a competitive market, along with direction and guidelines of what works and what doesn't for NPD.