Case Study: When I Dip, You Dip, We Dip (Snack Food Experts)
Problem
Accommodating changing tastes can seem like a chicken and egg scenario. Do companies create what customers want to eat, or are consumer tastes determined by what companies create and market to them? A Strategy group within the R&D arm of a large snack foods company needed to direct their company’s expansion of its snack dips brands and developed several different alternatives, but struggled to determine which vertical(s) would be most helpful for their company and exciting for their customers.
Critical Issues
Brand Expansion | Market Assessment | Multiple Perspectives
The Solution
To learn from expert perspectives and drive toward consensus, the team’s Account Advisor recommended a Virtual Ideation Panel. The customer selected various Mavens with extensive Food and Beverage experience to join them in a three-day, moderated conversation related to broad and regional consumer snacking trends. Through these discussions, the team was able to select three verticals to pursue and promptly launched the multi-departmental dip expansion project.
“Knowing the market well, I was surprised these Mavens were able to deliver ideas and concepts in real-time that my team and I simply did not think of. This was a great success in helping to define our strategy.”
– Director of Strategy
