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Leapfrog Case Study on Branding Strategies | White Space Identification For a Personal Care Brand

A leading FMCG company was looking to identify an opportunity to successfully compete in a highly crowded, over claimed and advertised category. They needed to identify potential ‘white spaces’ into which they could launch perceptibly different products with a strong positioning.

Taking a non traditional approach to the issue, we used the Jobs-to-do methodology to help uncover latent, unstated needs that the consumer can have in relation to the category. The methodology helped reveal completely new consumer need areas and powerful paradigm breaking opportunities – both in terms of positioning and product.