NPD and brand development with mums of ‘picky eaters’

As part of its innovation strategy, a global healthcare company needed to decide how to enter the consumer space, with a kids’ oral nutritional supplement for ‘picky eaters’.

The challenge

We designed consumer research that dug deep into this potential space, its needs and language. To support the NPD process, our approach defined the functional and emotional benefits that a new product in the ONS category would have to deliver.

Our solution

We carried out ethnographic research in which researchers observed kids’ mealtimes at the homes of families with children who were picky eaters. Working iteratively, we then worked with the client to explore the implications of our findings for the NPD process, before convening a series of group discussions with mums of picky eaters from infancy to junior school age. In the focus groups, we tested initial reactions to a prototype product and explored the barriers to take-up that mums identified.

Following the qualitative phase, we supported the client’s innovation team in expanding the product concept and its positioning, distilling it into executions for valuable quant testing.

The outcome

We built a rich understanding of the emotional landscape and consumer needs that mums of picky eaters face. Through the ethnographic research and focus groups we identified their greatest unmet needs, as well as key challenges, to address in the NPD process. Our research guided compelling, relevant NPD and comms, as well as a clear steer for differentiation.

The client was able to successfully diversify, and a few years after launch, it is a serious player in this new market.

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