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 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.
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.