Helping a Paper Company Rethink Its Products and Marketing

Situation

A global paper company wanted to understand how its products were being purchased and used in multiple categories, by various business and consumer audience groups, and across a range of retail channels.

Engagement

To tackle these broad requirements, we utilized a number of different methods. We started with ethnographic interviews in which we saw how people were shopping for and using the products both at home and at work. We then conducted a wider set of focus groups to understand the variety of users, usage occasions and shopping habits. Finally, after brainstorming with the client on new products and sales tactics, we evaluated these ideas through a survey of the various audiences.

Results

The insights from the various stages of this project as well as our client brainstorming session allowed the company to reshape its offline and online retail strategies, explore new products and packaging, and develop new marketing tactics.