Optimising brand proposition & architecture through robust cultural and behavioural insights in KSA

Innovation Consulting

Quantum - OPTIMISING BRAND PROPOSITION & ARCHITECTURE THROUGH ROBUST CULTURAL AND BEHAVIOURAL INSIGHTS IN KSA

CHALLENGE

A leading Global Personal Care brand wished to develop a new haircare offering for Arabic consumers in a high growth, competitive market.

APPROACH

We collaborated to create and optimise the consumer-facing product proposition. We used an early-stage concept and product stimulus for consumer deep dives.

Through a snowballing approach, we made iterative changes to the proposition and stimuli based on fieldwork insights, ultimately co-creating an optimised proposition.

IMPACT

In just 2 weeks, the team validated starter concepts and early-stage product designs with consumers, collecting feedback to refine the product proposition and gain a winning edge in the region.

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