using segmentation to inform a better, more consumer-focused approach to innovation
by: Andrew Turner
MARS Food wanted to understand the “path to dinner” amongst everyday consumers to unlock the role that each brand in the food’s portfolio could play. By better understanding the drivers around the dinner occasion, the consumer experience can be enhanced, be that via better and more relevant communications, innovation, flavour extensions, pack size or range simplification.
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about the author
Andrew Turner
As PLAY’s Associate Director, nothing pleases Andrew more than getting to the “Why” of people’s claimed behaviour. With a background in Social Psychology and a 16-year research career spanning FMCG, services and social territories, his key belief in any project is to "tell you what you need to know, not just what you want to hear". Aside from being our sensory expert, Andrew is an avid foodie and loves to wet a line at the nearest stretch of water. He’s also a musician, having once been the lead singer in a metal band.
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