CLIENT: CPG LEADER TYPE: IDENTIFING WHITESPACE + IDEATING SOLUTIONS

CASE STUDY

C H A L L E N G E A D D R E S S E DA leading CPG company established a mandate to reinvent a struggling food category with a new line of products that respond to consumer desire for high-performance, purpose-driven brands. To reduce the traditional concept development process from two years to two months, the team desired a rapid-fire way to convene a diverse set of culinary and brand experts in collaborative ideation.

O B J E C T I V E S

Identify specific consumer types that are driving a culinary trend, understand what they care about most, and point to examples of the high performance, purpose-driven brands addressing their evolving needs.

Brainstorm brand concepts that would appeal to these consumers, and the flavors, features, and benefits of each idea.

Prioritize 2 - 3 “fully baked” concepts of a new products, and determine best practice approaches to bring them to market.

A P P R O A C H

The client hand-selected a facilitator and 20 chefs, food bloggers, marketers, and entrepreneurs to engage in two, three-day sessions of asynchronous dialogue on the Convetit platform.

Part 1 focused on consumer desires and brand brainstorming

A two-week pause gave the innovate team time to flesh out ideas

Part 2 focused on prioritizing ideas and identifying how to take them to market

Each day, the facilitator posed questions for experts to discuss as their convenience, and shared a summary of responses with the client team. At the end, she distilled insights into two 25 slide, custom-designed report summaries.

The team infused external creativity into new brand concepts to test in the market at a fraction of the time and price of alternative options.

I M P A C T

convetit.com