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

Innovation Consulting

Exploring opportunity spaces for a new RTD fruit tea brand - Quantum CS

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  Gen Z in India: Do all the rules apply?

Recent Posts

Transforming premium washing machine design

Transforming premium washing machine design

Challenge Samsung wished to redesign the front-load washing machine to improve competition at the premium end of the South-East Asian market. Approach We adopted a grounded, ethnographic approach to insight gathering that involved charting the path of laundry to...