Use Cases

Developing Personas to Build Category and Consumer Understanding
A major company wanted to understand the smart hair dryer category and target consumer persona—a segment that was completely new to the company. .

Identifying Unique User Groups and Their Jobs-to-be-Done
A major laundry brand noticed an emerging competitor launch a product in a new benefit space.
Turning Around a Brand’s Declining Sales
A leading trash bag manufacturer was experiencing market share and sales loss—they had recently raised their price, changed their bag material formulation and implemented new manufacturing processes.
Uncovering the Impact of a Formula and Package Change
Following a dramatic decrease in sales and star rating, a top CPG manufacturer wanted to understand the drivers behind this decline—a recent formula and package change were in question.


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.
