Identifying the occasion needs for new product development

Business Issue


As a major player in their category, our client wanted to understand the unmet consumer needs before investing time and money into development of a new product concept.

Our client was aware of a dissatisfaction with the current offer on the market and required an in-depth understanding of where gaps existed so that they could develop the right product to meet them.

Insitas Delivered


Insitas designed a qualitative approach to uncover an in-depth understanding of the category and map out consumer occasion needs.

This involved both an online longitudinal diary to gain insights in-the-moment and a face to face discussion around their needs.

Actions Taken


Our insights identified areas in which consumers were struggling to tackle specific needs, and highlighted specific opportunities for product innovation.

As a result, their innovation team identified key product features to develop within their new product that would overcome the current frustrations of consumers.