Food and Beverage

  • Market structure JTBDs
  • Audience understanding
  • Ethnographic research
  • Brand strategy

Crafting emergent food categories

In collaboration with a global food company, we carried out a market structure project to define critical JTBDs and consumer-centric strategies for expanding into emerging markets.

Our ethnographic approach (mobile diaries and in-person cook alongs at consumers’ homes) emphasized understanding the nuances of consumer needs and product benefits, providing actionable recommendations for demand planning and strategy. Along with stakeholder interviews, research scans, and expert consultations, we uncovered key moments where our client's products could make a meaningful impact in consumers’ everyday lives.

We crafted a winning strategy that aligned with a 3-5 year roadmap, driving market growth and penetration.

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