Objective

The aim was to propel a well-established brand into new territories, transcending its traditional oral health and wellness boundaries. The challenge was not only to understand the oral health ecosystem but also to explore broader horizons in health, wellness, and beyond—any domain where the brand's strengths in water technology could be relevant and impactful. We embarked on a journey to discover untapped opportunities that would allow the brand to extend its reach into areas as diverse as cleaning, cooking, and personal care, all while maintaining its core identity.

Approach

Our multifaceted approach was built on:

• Hosting a strategic workshop with company leaders to align on project goals and define the scope of exploration.

• Delving into extensive market research, analyzing competitors and consumer trends to identify potential areas for brand extension.

• Crafting a series of bespoke qualitative research methods, aimed at uncovering the pivotal roles of water in consumers' lives and the jobs to be done that could align with the brand's strengths.

• Constructing focus group materials, including orientations, discussion guides, and screeners, to deeply probe consumer awareness, perceptions, and expectations of the oral wellness market and beyond.

My Role

I played an integral role in this project, where I:

• Designed the workshop that kickstarted the brand's strategic exploration.

• Functioned as a key intermediary between my management team, the client, and other team members, ensuring a cohesive and transparent exchange of ideas.

• Led the exploration into a wide array of potential markets, utilizing the brand's existing equities to identify where it could effectively expand.

• Designed and refined qualitative research methodologies, and subsequently distilled these findings into a coherent set of growth lanes that would frame the brand's future explorations.