Uncovering Emotional Insights to Inform Brand and Category Expansion
Growing category penetration in the CPG space is no easy feat. With numerous factors influencing the way consumers engage with long-standing categories, brands must remain at the top of their game to evolve in an ever-changing landscape.
Anthony Jackel of the Kraft Heinz Company will join Anders Bengtsson of Protobrand to discuss how brands can define the emotional factors that drive category expansion and inform strategic understanding of brand positioning. This presentation will feature a case study demonstrating how Kraft Heinz engaged with Protobrand to differentiate and further define what’s next, setting the stage for a valuable competitive advantage.
Behavioral economics-based System 1 insights offer a glimpse into the nonconscious dimensions that guide consumer decision-making. By understanding the deeper level thoughts, feelings, and emotions that moderate behavior, brands can innovate to answer unmet consumer needs and thereby fuel category expansion and brand growth.
Key Takeaways:
- Develop decisive insights with behavioral economics
- Uncover nonfunctional dimensions that affect consumer decision-making
- Understand how brand and category drivers map to emotional needs and desires
