Discover: Sandwiches

A well known food manufacturer wanted to identify the optimum growth platform for a popular sandwich filler.

Approach

Our unique Mindsets™ 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 segmented to produce five Mindsets that spanned all 23 sandwich occasions, which were then demographically and attitudinally profiled for targeting.

Recommendations

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.