Co-Creation That Improves Total Product Offering (TPO)
Targeting the Foodie consumer, a major food and beverage company launched a ‘real-food’ snack innovation; however, consumers failed to repurchase and product sales declined. The product team identified several optimization opportunities such as taste/texture, packaging, price/value, messaging, but which area would best maximize the total product offering and improve sales performance?
To focus product decision making, SIVO Insights customized a two-day, interactive, co-creation workshop. Bringing the product innovation team and consumers together, the learning sessions included participant homework, open-air focus groups, 6 interactive product stations (each station focusing on one specific optimization area) and facilitated debrief sessions.
SIVO Insights visually and emotionally brought the Foodie consumer to life by developing a dynamic and detailed consumer profile. Using images, direct quotes and analyzed data, SIVO Insights revealed the Foodie mindset, outlining a prioritized list of personal and food-based values, perceptions of key industry terms, areas of indulgence, purchasing behaviors and their competitive product set. Additionally, SIVO Insights reported consumer reactions to each identified optimization area and delivered a prioritized list of recommendations on how to improve the total product offering and effect sales performance.