Uncovering Whitespace and Unmet Needs in a Cluttered Category
A top CPG company wanted to uncover category insights that would best position them to launch a new brand within the outdoor space—a crowded category with many existing “chemical-forward” competitors and a few emerging “natural” competitors.
The client wanted to understand:
1.The strengths and weaknesses of the key category brands
2.The key vulnerabilities of the top competitors
3.What unmet needs were remaining in the category
With the goal of identifying ownable points of difference for a new brand.
Through 4Sight’s Landscape and Consumer Persona capabilities—leveraging quantitative and qualitative analytics across reviews and social—the client was able to:
Uncover compensatory behaviors, including homemade and DIY solutions
Reveal the top emotional unmet needs and top volume-driving unmet needs
Identify “spray” (product usage) and “complicated instructions” as key vulnerabilities for some of the top competitors
Identify two critical category unmet needs and one key point of difference
Defined positioning based on top unmet needs and category whitespace
Leveraged the most emotional unmet needs as a “torture test” for safety
Designed product that offered spray and stream (latter not offered by leading competitor)
Prioritized easy instructions to pursue ownership over “easy” as point of difference