Problem: Going beyond existing knowledge and consumer behaviours, Unilever’s R&D Hair Styling team wanted to identify new opportunities for research based upon insight rather than technical capability.
Solution: A simple three step process was developed. Firstly, a rewind was undertaken to search for insight nuggets in existing knowledge. Then out-of-category insight and social media was overlaid to push thinking. Finally, this was brought together in a Clinic format whereby 10 Opportunity Areas for Styling were developed and assessed against relevance to category vision, market, brand, consumer and format.
Success: The Styling Platform Roadmap was adopted by the R&D team and technology resource has been aligned to the opportunity areas.