Co-creating the next protein-based cereal leveraging AI & growth hacking in consumer testing
Our client, a global leader in the CPG space, wanted to stay ahead of the curve within the cereal category.
The goal was to respond to changing consumer needs, shifting from more indulgent products to more health conscious alternatives.
Our challenge was to take pulse of the consumer needs and translate them into a breakfast cereal with high market potential.
To meet this challenge, our strategy was to set up a series of growth hacking experiments to make data-backed product develoment decisions.
(1) leverage AI to interview consumers at scale in different markets
(2) generate many product concepts under a temporary brand based on the interviews
(3) get real market feedback on these concepts by launching click-tests
(4) get a prioritized list of features & communications that work best for the new cereal
With AI & growth hacking experiments, we helped our client to explore the space of protein-enriched cereal and provided clear consumer-backed data to further support product development.
We got critical info on the following dimensions:
• Feasible protein range (g) to inform the recipe for product testing & other attributes
• Messaging: what enhances the positioning and what disinterests consumers?
• On-pack communications: which features to prioritize?
• Target audience: who resonates most with the product?
• Market simulation: how does the product compare to competition on-shelf?
Madleen Saboundijan, R&D Head of L&D at Nestlé
We've done some work with Innovation Sprints, Explorations and Accelerators.
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