Challenge:  A leading CPG company wanted to develop a line of new products aimed at consumers who were not traditionally a target for them.

Approach:  Began with foundational qualitative research to better understand the habits and needs of the new consumers. Developed concepts for each product and tested in several rounds of focus groups, iterating rapidly to improve the product names, positioning, design, packaging communication, ingredients, and ultimately the overall proposition. Brought final concepts to test with consumers in retail environment. Led strategic development of concepts and moderated focus groups and retail interviews.

Result: Refined four concepts for client to take into product development and build entire proposition for further testing.