Case Study: a large food company develops a global demand space framework with Dig Insights

How a food company developed a global Demand Space framework with local relevancy

The food company, a large multinational operating in both retail and food service, faced the challenge of creating a global, channel-agnostic framework to better understand consumer needs. Partnering with Dig Insights, their goal was to develop a common language across the organization to improve resource efficiency, communications, and to identify competitive white space opportunities.

Dig Insights implemented a solution using a mobile-first consumption diary and a quantitative survey across multiple countries. This approach identified micro need states which were then grouped into a validated global macro framework. The outcome allowed the large food company to identify primary and secondary target areas in each region, empowering them to build a customer-centric strategy, clarify their competitive set, and pinpoint growth opportunities for their brand portfolio.