Uncovering insights to help a CPG food company build a consumer-need driven innovation pipeline.
Challenge
A CPG food company building an innovation pipeline was seeking consumer insights to drive innovation and growth.
Approach
Upwords custom designed a mixed method qualitative research project to leverage theoretical, experiential, and positioning feedback from the target.
This research started with a 1-day exploratory Online Discussion designed to uncover motivations, needs, watchouts and pain points.
A subset of participants then completed a HUT (Home Use Test) to try a new product idea.
Finally, Upwords conducted a series of in-person Focus Groups to build on learnings and optimize future positioning.
Impact
This research inspired the client with strategic and tactical insights and outlined a clear innovation roadmap for the brand. Upwords identified and contextualized how the target engages with the brand. Based on the insights uncovered in this research the brand has since brought two innovations to market and has additional ideas to continue to build in the future.