/ CPG
Uncovering New Ways to Assess Meal Opportunities
The Challenge
A heritage brand’s innovation team came to Egg with the hopes of assessing current product opportunities and unearthing new insights to explore in their quest to provide home cooks purposeful meal-time solutions across several of their brands.
Path Forward
We developed a three-phase approach to answer the challenge. First, we conducted at-home ethnographies to identify the tensions their target consumers face around meals. Second, within a facility test kitchen, we observed hands-on cooking of 4 different product prototypes to better understand their potential and opportunities to optimize the concept, product and pack. Finally, Egg conducted an ideation session to help feed the brand’s pipeline for future innovation based off all the insight we uncovered across our journey.
Impact
Egg provided an in-depth consumer illumination and prototype evaluation report that also introduced a new strategic framework that was lauded by the team as an injection of new thinking. It will strongly influence their approach to innovation in the future, while highlighting the immediate needs of today.