Snacking Smarts: Innovating with Need-Based Segmentation
In the highly competitive world of snacking, understanding consumer behavior is the key to innovation and brand growth. A large-scale multinational food manufacturer recently leveraged a need-based segmentation approach to identify and map different snacking habits, providing a pathway for targeted product development and communication strategies. Here’s a closer look at how this research unfolded and the valuable insights it delivered.
The Challenge: Leveraging Consumption Insights for Brand Growth
In a market saturated with countless snacking options, this food manufacturer faced the challenge of identifying specific consumption occasions and textures that could be leveraged for new product development (NPD) and innovation. The goal was not just to introduce new products but to ensure that these products resonated with consumer needs, ultimately growing brand share in a competitive landscape.
The Approach: Identifying 7 Distinct Need Segments
To address this challenge, the research aimed to identify seven distinct need segments based on the benefits and feelings consumers derive from snacking. These segments were profiled based on demographics and consumption occasions, providing a clear map of the different snacking varieties that align with these needs. This mapping was crucial for pinpointing opportunities for new product development that could meet specific consumer demands.
The Research Design: A Comprehensive Approach to Consumer Insights
The research employed a mix of online ethnographies to delve deep into snacking habits, behaviors, and motivations, followed by quantitative CAPI (Computer-Assisted Personal Interviewing) interviews with target groups across two key markets. This combination of qualitative and quantitative research provided a rich data set that was instrumental in uncovering deep insights into consumer behavior.
The Outcome: Uncovering Key Snacking Need-State Segments
The research successfully identified seven need-state segments across the two markets. These findings revealed the links between snacking needs, perceptions, and consumption behavior, providing a roadmap of opportunities for innovation. By understanding these need states, the manufacturer was able to drill down into the drivers of snacking choice, allowing for more focused targeting and the development of products that truly meet consumer demands.
Conclusion
The need-based segmentation approach empowered the manufacturer to gain deep insights into consumer behaviors and preferences, laying the foundation for targeted innovation and brand growth. By aligning product development and communication strategies with the specific needs of their audience, the company is now poised to resonate more effectively with consumers, ensuring their offerings hit the mark in a competitive market. If you’re looking to refine your own market strategies and connect more deeply with your target audience, consider partnering with experts like Ask Plus, who can guide you through this process and help you achieve lasting success.