Experience design research: A collaborative research approach to translate strategy into action.
Client
Market leader in alternative protein
Services
Research
Background
For decades, our client held a dominant position in the meat substitute market. However, with growing demand for meat alternatives and new competitors like Impossible Burger, the brand was determined to stay competitive and innovate its own red meat substitutes.
Over a two-week 'research sprint', we coached a cross-functional team of marketing, product development and sales experts to adopt a user-centered design mindset and examine the end-to-end experience consumers have with red meat today: from purchase to preparation and eating.
By understanding the attributes and benefits of existing red meat products, we helped the team uncover insights and identify opportunities to create an innovative alternative to red meat.
Approach
Our compherensive research began with desk research and market analysis, followed by a deep dive into consumer preferences. We engaged with consumers across the nation via in-home cooking sessions, in-restaurants discussions and shop-along interviews at superstores, which involved active participatian from product development, marketing and technical teams providing them with direct consumer behaviour exposure.
Findings were interpreted internally with the client team in a series of insights and opportunity identification sessions where interventions to product propositions were identified and taken onboard.
Impact
Enabled the organisation to develop a plant-based meat alternative product that is less harmful to the environment.
Increased understanding of purchase and cooking behaviours in the brand's biggest competitive category.
Helped lead the plant-based meat category through a range of new product development opportunities.
Upskilled cross-functional teams in conducting qualitative design research for innovation.
Our work in action
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