{COOKING CREAMS I B2C | GERMANY}
BUSINESS OBJECTIVE
Upfield sought to identify opportunities for optimising their cooking cream products and developing new innovations within the category. The objective was to gain a deeper understanding of consumer behaviours, attitudes, and preferences around creams, leveraging these insights to inform product optimisation and new product development.
A hybrid research approach across three stages of work...
Designed and executed a multi-stage research programme in Germany to uncover key consumer insights and identify opportunities for product innovation:
Behavioural Profiling: Conducted an online Usage & Attitude survey with 200 respondents to understand top-level consumer attitudes towards cooking creams, identifying key personas and universal behavioural patterns.
Experience Mapping: Conducted digital ethnography followed by in-depth interviews with selected consumers to observe how they use creams in cooking and daily life, mapping out the consumption journey and identifying unmet needs and moments of truth.
Opportunity Ranking: Conducted a Kano model survey with 200 respondents to prioritise the core attributes and opportunities for product and packaging optimisation, focusing on both essential and aspirational features.
Innovation Opportunities: Delivered clear recommendations for product and packaging optimisation, identifying white spaces for innovation in the cooking creams category, with a focus on health, naturalness, and packaging functionality.
Upcoming new products and packaging...
Upfield has integrated the findings from this research into their product development pipeline, prioritising key opportunities for both short-term product optimisation and long-term innovation. This consumer-driven approach has set the foundation for future product launches that resonate with evolving consumer needs.
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