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Our client, a leading FMCG brand, faced the challenge of driving growth across the herbal and green tea categories. They needed employees to gain a deeper understanding of both their consumers and competitor customers to uncover opportunities for innovation and expansion. By engaging directly with consumers, the brand aimed to shape products and strategies that better aligned with market needs and preferences.
Immersive consumer engagement: During the client’s annual strategic review conference, we ran a series of interactive activities involving 60 employees and 30 tea consumers. These activities included speed dating, in-store intercepts, café and store visits, and online-assisted shopping experiences, providing direct insights into consumer preferences and behaviours.
Real-time insights and direct feedback: Employees explored consumer reactions to current product ranges, identifying likes, dislikes, and opportunities for improvement. The program also enabled employees to ask pressing questions directly to consumers, fostering deeper connections and understanding.
Collaborative action planning: The creative approach inspired active participation, with employees reflecting on insights during a follow-up workshop. Key takeaways and actionable next steps were captured, equipping the brand with a clear path to better meet consumer needs and drive category growth.
Insight Manager
