Approach:

Relevance initiated the study by identifying the main sinsights in the category, and then delved deeper through  Relevance TAG® methodology,
to understand the category related attitudes and perceptions, key consumption moments, and identified the key consumer needs and which of them were left unsatisfied. We also dissected the population into attitudinal segments and identified the differing needs for each, and prioritised the scope of need fulfilment in the key segments. We also tested various innovation proposals against these detected insights, estimated the success potential for each innovation highway. and recommended on the way forward, in addition to suggesting new innovation opportunitites that were revelaed through the research.