Case Study
How Consumer Habits Revealed a Bigger Innovation Opportunity
The Client
A global consumer personal care brand exploring future innovation opportunities within the category.
The Challenge
Before investing in development, the client needed to know whether consumers would genuinely adopt an additional step in their routine, and under what conditions it could become a lasting habit.
The Results
- Consumers revealed an existing “preparation moment” that brands could build upon, while also highlighting the high proof, performance and sensory expectations required before adding a new step to established routines.
- Rather than validating a single product idea, the project provided a strategic innovation roadmap. It identified priority consumer segments, clarified the most motivating benefit territories, developed an Ideal Product Model™ for future product development and gave the client greater confidence about where genuine white space existed and where investment was unlikely to succeed.
Untapped Approach
Observed existing routines to understand how consumers were already solving the problem.
Identified the emotional, functional and sensory conditions required before people would adopt an additional step.
Used the Untapped Ideal Product Model™ to define the Jobs-to-be-Done, required product attributes and success measures.
Mapped the innovation territories most likely to drive adoption and long-term category growth.
“The strongest innovation opportunities often begin with behaviours consumers have already started creating for themselves. Success comes from understanding what would make those behaviours become lasting habits.”
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