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FMCG: Category Planning


Danone is a strong player in the fresh dairy products category in Ireland and internationally. However, despite a dominant position, they faced a static performance and needed to reignite the category. Previous research had only produced superficial feedback so there was a need for some fresh thinking. To delve deeper, we developed novel techniques to expose areas of need about which consumers were previously unaware.

We conducted ethnographic in-home interviews, accompanied shopping trips and creative workshops.

We were able to identify a new understanding of consumer needs which led to both category layout changes, ‘Shelves of the Future’ and new product development.

“Project Ignite was an invaluable and well executed piece of research which has enabled us to clearly identify where we need to focus our attention in terms of future opportunities for category growth and development of our NPD strategy.” Maria Murphy, Marketing Director Danone


"..invaluable and well executed piece of research.."

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For 30 years we have been Ireland's leading and most innovative provider of market research and consumer insight solutions. We have evolved from being a small 'boutique' agency with core qualitative expertise, to being the largest Independent agency with a genuinely solution-neutral focus. We are as dynamic and creative quantitatively as we are thorough and meticulous qualitatively.

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