A baby products manufacturer wished to assess and redefine its portfolio and brand architecture to attract non-users without alienating loyals.
A deep dive into current brand satisfaction, understanding, perceptions & unmet needs, together with learnings on the proposed new portfolio positioning, branding and differentiation. The research encompassed 2 phases;
Ethnography - shopalongs & in-home visits
Co-creation Lab- comprising of a series of online discussions & workshops. Both phases included loyal users and category users across a range of competitor brands.
All stakeholders; client, design agency & the Launchpad team collaborated across all methodologies to ensure everyone experienced and gained an informed understanding of consumers’ experiences within the category; a sound foundation of consumer insights & identified unmet needs underpinned the development of ideas. Concepts were developed by a multi-functional team. The concept evaluation stage involved consumer input throughout a series of online discussions & workshops, to optimise all elements of the portfolio and brand architecture re-design.