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Dole wanted to draw up a growth strategy for Asia. They needed to identify high opportunity segments across core markets and orient their product and innovation strategy to address the opportunity. The client brief to us: “to develop a robust and actionable consumer segmentation, to identify key target consumers and link these clusters to renovation opportunities for our existing products or the development of new products”.
We designed a three-stage programme which kicked off with a qualitative research phase. We used pre-task diaries to get to know the target markets better as people and their food habits.
These were followed up with in-home interviews where we spent time understanding the target audience’s lifestyle, values and observed food habits first hand. Learnings from the qualitative phase were used to feed into the quantitative segmentation exercise. We identified six segments regionally and profiled them by market.
We then unlocked long term opportunity for Dole through an action planning workshop using Incite’s ‘where to play’ and ‘how to win’ framework. Coming out of the workshop the Dole team had a clear action plan at a regional and country level.