Leading Quick-Service Restaurant

Customer
Insight

Challenge

Update typically tactical and short-term focused product development approach to a more strategic one

Action

  • We identified that an agile approach to product planning was needed as preferences of client’s customers are not fixed and the market is not static
  • We created a qualitative research program that looked at each product category (e.g. burgers) holistically, understanding consumers’ expectations from the category – functional, emotional, and social – plus what cues were needed to create such benefits
  • We implemented a Test, Learn, & Refine process for client

Results

Client had a robust understanding of consumers’ needs for each key product category, giving confidence to invest in longer-term planning

Client had the flexibility to refine this learning through subsequent iterative consumer testing

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