Objective
An established brand in a niche category that was rapidly becoming mainstream was looking to better understand the category, their role in it currently, and how to position it for long term growth amid the growing and more competitive category.
Approach
- We utilized a large online qualitative community in the US and Canada with follow-up virtual IDI’s.
- Two powerful virtual facilitated session aligned the team around the insights and implications.
Outcome
The brand, leadership, and agency teams left the sessions with clarity about the category as it has evolved (and differences between US and Canada) and how the current positioning and packaging will need to evolve to stay relevant and differentiated.