CASE STUDIES
THE CHALLENGE
The brand needed to figure out how to “premiumize” these products to differentiate themselves from the competition—but they struggled with how to innovate and add new value in a commoditized, 100+ year-old category.
THE SOLUTION
“We know we have these consumer segments that are very valuable to us or have the potential to be valuable. We needed to know their needs because we know they’re the group that will really set the growth trajectory for this category.”
They turned to Strategyn and the Outcome-Driven Innovation (ODI) process to figure out their best opportunities to add value.
ODI provided a step-by-step framework to uncover exactly what customers were trying to accomplish, what they needed in a product, and how they would measure their success.
The Outcome-Driven Innovation process was executed in five steps:
“The Strategyn team was just phenomenal at taking a really involved process and breaking it down in a way that we could quantify each step. I really appreciated all of the rigor and logic in their approach.”
THE RESULTS
They refocused their product development to address specific unmet needs identified in the research and now have several new products launching around the globe in 2022.
The CPG giant is also using ODI insights to adjust positioning and communicate product benefits in a way that’s meaningful to the consumers they’re trying to reach.
Finally, understanding their customers at this level and at this depth has helped the brand optimize relationships with their retailers. Retail partners want to be sure the brands they put on their shelves are meeting a customer need—and this CPG company can easily give them proof.