Business Issue

Due to regulations, customer perception, and supply challenges, our client struggled to outperform direct and indirect competitors across several major global markets. In order to unlock growth, our client asked Strateg3 to:

Investigate brand perceptions and equities in each market

Dimensionalize the key barriers to increasing usage and consideration

Develop ideas for new product and service innovations that would resonate in each market

Ipsos Strategy3 Solution

We reviewed existing strategy documents to unearth historical challenges. We then conducted surveys among non-considering considering users across markets and uncovered barriers to growth laddering up to 12 high-level themes, including:

• Familiarity
• Availability
• Convenience
• Safety
• Preference for Other Modes

In addition to uncovering the most prominent barriers by market, we performed AI-supported text analytics to uncover unconscious, latent mental associations between barriers, and we crafted inspirational brand examples that showcased "best in class, barrier buster" strategies, customized per market.

Outcome & Results

We developed and presented reports for each market that diagnosed core barriers and deconstructed underlying reasons and devised a prioritization checklist to align the Product and Marketing teams' efforts. We also used this work to directly advise on the launch of tactical global communication campaigns.