An undisclosed global player approached us to get a fundamental understanding of how consumers are using the product for which he delivers a main component. Existing market knowledge was mainly quantitative and in part contradictory. To align market knowledge with business objectives, the client needed deeper insights into consumer attitudes, routines and unmet needs.
We conducted nethnographic research to analyse consumer discussions for identifying routines and unmet needs. In a second step we generated insights from the research. In an ideation workshop with the client team, we synthesized knowledge, resolved seemingly contradictory intelligence and generated business opportunity areas, product and communication ideas to feed the client’s marketing and innovation team.