Opportunity:

Newell Brands has improved life in the kitchen for more than 120 years. With iconic brands like Mr. Coffee, Crockpot, Oster and Calphalon, their premium products have led food and beverage prep categories for decades. But with private label competitors moving faster than ever to mimic their products for less, the team was in need of new insights and a real-world view of their most valuable, viable target consumers to inspire the next best innovation.

Solution:

StarryEyed conducted mobile ethnographies across the country, consumer segments and occasions to glean new, in-the-moment insights. We mapped the consumer journey across critical categories, in homes, out in the world and on the go, to assess how consumer behavior has changed since Covid and what it will be like next. Together, we identified the moments that matter most and revealed new, key needs as inspiration for more experiential innovation.

Impact:

Empathy to understand consumer problems is easy. It’s compassion and creativity that helps take action to solve them with innovative offerings. Armed with enduring innovation territories, the Newell team is prepared to bring creativity back to the kitchen for another 120 years.

Deliverables:

Mobile Ethnographies | Qualitative Insights | Journey Mapping | Innovation Opportunities