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Case Study #1

USING NEED STATES TO IDENTIFY OPPORTUNITIES

BUSINESS ISSUES

  • Given the competitive environment in quick service food category the hypothesis was that growth needed to come from outside the category
  • The business required a detailed understanding of the consumption need states for all food and beverage consumed out of the home
  • Key insights had to be leveraged to find, validate and size business growth opportunities and provide menu innovation support for the next five year of business of planning

PROCESS AND TOOLS

  • Galileo Discovery: Gratification based needs segmentation model for the entire IEO category
  • The model was created utilising existing exploratory research (data auditing 50+ previous studies) and refined in collaboration with a multi-disciplinary client team
  • Innovative fieldwork; by assigning needs to an exiting consumption tracking survey that already provided industry value ($) sizing
  • Strategic facilitation and work shopping with key business teams to interpret and use the study to facilitate innovation and business planning

OUTCOMES

  • Identified and sized in $ terms key growth opportunities across both Australia and New Zealand for need states and day parts
  • Challenged and refined current year brand planning
  • Informed menu planning strategy across the business for the next three years
  • Profiled and indexed key segments (inc. audience type, food type) and provided the team with an easy to use data resource for hypothesis testing on an ongoing basis