INNOVATE

Identify Opportunities

Is your brand future-proof? Primary research helps you discover white space to fuel innovation, expand your reach, and address unmet needs in the marketplace.

Listening to your customers’ wants and needs lets you develop stories, campaigns, and products that resonate and create authentic relationships with your brand.

Say goodbye to guesswork

We explore your audience’s existing attitudes toward your brand, what they want to see next, and even features or flavors they crave. With the right knowledge, you won’t need to guess what your customers want―you’ll know every time.

CASE STUDY

Occasion-Based Consumption with Jobs-to-Be-Done

A heritage CPG client noticed an emerging consumption pattern for a traditionally marketed breakfast brand occurring during the evening and late-night snacking occasions. W5 was enlisted to understand consumer needs in alternative occasions and identify opportunities for innovation.

Approach

W5 applied the "Jobs-to-Be-Done" framework to better understand which jobs consumers are looking to accomplish. An initial phase of mobile ethnography with consumers who were exhibiting this consumption behavior defined context and generated several hypotheses to fuel innovation concepts for further exploration.

W5 ethnographers then conducted in-home interviews during evening hours to observe this snacking behavior, confirm hypotheses, and collaborate on concept innovations to meet newly uncovered jobs the product was being hired to do.

Results

W5’s research revealed several innovation and growth opportunities for the brand, identifying jobs for the product that differed from normal consumption occasions and emotional expectations to inform a better product experience. Insights generated recommendations to help the client modify the product and communication strategy to capture a greater share of the evening and late-night snacking occasions.