Over the past five years, the multinational dairy company FrieslandCampina professional faced an increased competition in the professional liquid cream markets. This strong competition puts a lot of pressure on the volume & market share of RFC’s main brand in this market, Debic. To counter this pressure, innovation is key. Together with InSites Consulting a project was started to increase the value of the innovation funnel for Debic.
What did we do?
After a Connecting the dots workshop, we filled in all the knowledge gaps with an extensive immersion into both the consumer and the operator’s world. With 75 Dutch/Belgian consumers we set up a 3 week Consumer Consulting Board (also known as online research community) around their experiences in an OOH (=out of home) dinner setting.
These findings have been validated in 2 online discussion groups with 16 French consumers. Next to that, 40 operators were invited to participate in a 2 week personal blog, in which they shared their usage behaviour of liquid cream. To understand this behaviour, 8 individual one-on-one interviews were conducted afterwards.
All the findings have been translated into consumer- and operator insights that were the starting point for a two-day ideation workshop. We ended up with more than 300 new ideas for the Debic brand: from small incremental ones to big break-through innovation ideas.