The Challenge
Unlocking the Future of Sleep
Helped a major global CPG company uncover deep untapped human problems around sleep to develop impactful opportunity platforms that blend consumer needs, market opportunity, and unique business capabilities, and act as springboards to drive new product ideas to fill the pipeline.
Hypothesis Hunting
We began by generating 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 sleep.
The Approach
Digital Anthropology Research
We then tapped into millions of online consumer conversations around sleep, using big data and thick data to uncover sleep routines, problems, and current hacks, collecting Clues (data) to unlock human problems (insights.)
Human Problems
We then synthesized these clues, helping us identify 14 compelling Human Problem themes, bringing to life the consumer tensions around the sleep category.
Growth Opportunity Areas
These Human Problems served as the foundation for 5 Opportunity Areas for the brand that can be used to develop new ideas and inform brand strategy and comms.
A Key Insight
We are becoming increasingly aware of how interconnected the functions in our bodies are, and how they can be unbalanced by what we ingest and how we sleep. As a result, we are becoming more conscious of what we’re consuming. When it comes to sleep, we’re looking for products that we can trust will work but won’t upset this inner balance, so we can feel confident about using them in the long run and approach our sleeping issues in a more holistic way.
The Outcome
We developed a unique framework of sleep opportunity areas, supporting insights, commercial data, and adjacent trends to help our client invent impactful product ideas to unlock this growing new category.