DANISH CROWN CASE: Key drivers and preferences for developing a portfolio strategy
PÅ DANSK →
Danish Crown carry several products internally referred to as ‘topping’, i.e., products dressing up or supplementing a meal. But how well-established is this category with the consumers, how far does it span and what will it take to develop it and perhaps even change the perceptions associated with ‘topping’?
Ipsos uncovered this by digging into the category using the powerful qualitative research tool Digital Ethnography. Several consumers went on a week-long journey using and reflecting on different products. Underway, they submitted video journals and answered specific questions from Danish Crown – a unique and truly powerful element of Digital Ethnography. The outcome is valuable and detailed insights into consumer drivers and potentials. Ipsos also provided strategic recommendations about how to subdivide the category as foundation for a new portfolio strategy for Danish Crown. This is a key part of such a partnership.
The mobile diaries, followed by individual interviews, secured great width and depth in the analysis. Plus, a very high level of authenticity from consumer videos in real-life situations which really help us to understand both drivers and barriers.
- Global Senior Brand Manager, Danish Crown
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