Case Study

AYAM

Categories: Food, FMCG, Consumer Research, Category Understanding, NPD, Pack Design Exploration, Qualitative, Quantitative

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Challenge: 

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AYAM is a well known brand of Asian ingredients and sauces. They were seeking to develop a range of new product development to expand into a related category.

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Approach:

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We employed a multi-phase approach.

1. Team workshops to identify business requirements, project parameters and existing knowledge and assumptions.

2. Quantitative research to determine the market situation and opportunity assessment. We conducted research with both a panel of nationally representative main grocery buyers, and the client’s own database to compare and contrast users vs non-users of the brand.

3. Ideation workshop with the team to develop concept ideas for the product positioning and packaging

4. Qualitative research to identify the optimal consumer facing proposition and refine the concept details

5. Qualitative research to explore, identify and refine the pack design and messaging option for the concept

Impact:

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This iterative design thinking led research approach allowed the client and their brand agency to obtain feedback during the development process, allowing consumer feedback to shape the direction of the final outputs.