A well known food manufacturer
wanted to identify the optimum growth platform for a popular sandwich filler.
technique went far beyond identifying
the largest sandwich making / eating occasions to target. Using an online
social network, key consumer groups documented and explained their sandwich
occasions. An online quantitative study
clarified the prevalence of each occasion, and identified sandwich ingredients
relevant to each occasion. Emotional and functional profiles for all occasions were
produce five Mindsets
that spanned all 23 sandwich occasions, which were then demographically and
attitudinally profiled for targeting.
As individual occasions, the
opportunities were small. Grouping them
based on similar Mindset
profiles made more realistic targets. Overlaying sandwich ingredients to the
groupings highlighted which were attainable for the client, and allowed us to
advise on further innovation needed to produce products relevant to the
occasions and Mindsets
currently out of reach.