A beverage company had conducted a large scale quantitative study resulting in a number of usage occasions. With such a broad landscape, they needed to know which unmet needs took priority for new innovation and communication.
We explored 30 usage occasions with 115 consumers, who went through relevant occasions in a natural manner. For each, they documented their behavior, thoughts, and feelings via carefully designed “selfie-video” tasks in the occasions, in-depth explorations of the occasions, and general attitudes and values about the category.
We reduced the number of distinct usage occasions by half and brought them to life with concise mini-documentaries. For each occasion, we delivered insight on actual usage behavior and provided input for product placement and innovation. We highlighted where certain consumers fell short of desired, healthy behavior leading to additional innovation opportunities.
“Beacon Insight's approach and insights helped the NAB Water+ team develop a deep consumer understanding that is helping us to unlock ways to innovate, grow, and reach consumers. Additionally, the approach was very efficient and has allowed us to easily brief marketers on the consumer and their water needs, enabling us to be seamless in developing our marketer’s gut and their understanding of the consumer.”
Joe McHugh - Strategy & Insights Director, Water+
Jonathan Rissin - Strategy & Insights Manager, Water+