Exploring opportunity spaces for a new RTD fruit tea brand targeted at Chinese Gen Z

Innovation

CHALLENGE

A leading F&B brand wished to develop a new RTD tea product to engage young Chinese consumers in this competitive, yet high growth space.

APPROACH

Quantum explored consumer themes to frame opportunity spaces and relevant beverage benefits. The team conducted consumer deep dives to understand life themes, motivations, tensions, key beverage consumption moments, related beverage needs and current choices.

We then developed and leveraged specific insight-driven innovation platforms.

Based on our fieldwork insights, we crafted compelling  platforms and used them with the client to generate a broad range of differentiated starter concepts.

IMPACT

The team validated starter concepts with consumer groups,  collecting their feedback and steers to arrive at guiding principles and elements, so that we could refine the product ideas to have a winning edge.

Read More  Winning the modern retail shelf

Recent Posts

Energy codes: Innovation for a major soft drink brand

Energy codes: Innovation for a major soft drink brand

CHALLENGE How can a global drinks brand identify new product & positioning opportunities for energy drinks, based around unmet consumer needs and emerging codes of energy across Vietnam, India, USA, UK, China, KSA, Mexico, Russia? APPROACH Category mapping -...