Designed to deliver greater commercial outcomes
Whilst U&As unlock a wealth of knowledge about what really matters to people, they often miss applying this knowledge to the delivery of commercial outcomes.
To develop this missing link, we start by identifying simple ‘opportunity spaces’.
Then, we use B+B’s ‘What Now? What Next?’ process to prioritise and commercialise the opportunity spaces, creating an actionable pathway forward.
Addressing dry tickets in China
The rising rate of meal orders that didn’t include a beverage was impacting the profitability of a major western Quick Service Restaurant (QSR) and their beverage partners.
Through an in-depth multiday online study with QSR customers across tier 1-3 Chinese cities, we identified the key triggers and barriers to beverage purchase across day parts.
The findings identified six opportunity spaces that informed the development of an NPD programme and promotional strategy which included a digital activation plan for this digitally-driven market.
Unlocking a point of difference U&A
Australia’s leading brand of paper towel had developed a technical benefit, but didn’t know how to communicate it in a relevant and meaningful way.
Online and video identified the bewildering array of uses for the humble paper towel. The result was a new brand positioning, creative direction, feature name and device, and pack design – keeping the brand a top seller.