Uncategorised

Subject

What next for the meat-free sector?

Meat-free product development needs to move onto the next stage. We need to stop just imitating meat and find innovative and interesting ways to excite consumers and encourage them into the sector. The market is no longer vegans and vegetarians, or even meat reducers. It is all consumers. We are not providing meat alternative meals, but simply another option for consumers and we need to make that option more attractive, more exciting, than the other meal options available.

Subject

How emotional insights helped Dr Pepper gain double digit growth.

Understanding the emotional journey of the Dr Pepper consumers and how it was delivered, led to a $35 million communications campaign… “Drink it slow”.
This campaign was credited with turning declining sales into a double-figure growth and encouraging more consumers to choose and to love the brand.

Subject

Why are you leaving me?

It is not the attributes of the product or service but the way that the consumer responds to them that is really important. It is the way they feel about our brand, it is how much they value our product or service and how we build or undermine these feelings towards us, that draw customers in or push them away.

Subject

Why you need to get emotional about sodium reduction.

When reducing Sodium, much of our development effort goes into minimising the sensory change to our product. But what we really need to focus upon is how this change affects the consumers’ emotional response to our product. It is the consumers’ response to the change that is important, not the change per se.

Subject

Understanding Consumers’ Stories

To truly understand how your consumers relate to your brand you may need to think about it differently. Their current relationship with your brand cannot be viewed in isolation. Relationships evolve over time and their strength and character now is shaped by that evolution.