The Challenge
By uncovering the deep consumer needs, motivations, and attitudes driving an increase in orange juice purchases, we helped a leading global producer identify growth opportunities to ensure they leveraged this shift strategically to stay ahead in a time of global pandemic change.
Initial Hunches
During our Kick Off we generated Hunches around potential solution territories that informed our Digital Anthropology Research. These Hunches directed our team to the areas we wanted to explore, serving as our point of entry into the world of OJ.
The Approach
Digital Anthropology Research
We tapped into millions of online consumer conversations around OJ, collecting Clues of data.
Human Problems (Insights)
We synthesized these clues, helping us identify 11 compelling Human Problem themes, bringing to life the consumer tensions around the category.
Growth Opportunity Areas
These Human Problems served as the foundation for 5 Opportunity Areas for our client that can be used to develop provocations that they or their B2B customers could explore.
A Key Insight
The pandemic has reminded us how fragile the world and humanity is, and the importance of looking after ourselves and one another. There’s a heightened awareness of needing to keep our immune system in check, and whilst there are dozens of ‘the next big health fads’, now isn’t the time to take risks experimenting with something new. Instead, consumers are looking to natural sources of goodness, that provide reassurance and evidence, built on history, that what they put in their body is safe and reliable.
The Outcome
We developed a unique framework of opportunity areas, supporting insights, commercial data, adjacent trends and starter provocations to help our client unlock impactful B2B & B2C ideas to harness this cultural shift.