"Grow It Yourself: Category strategy and platform development"
This approach allowed us to understand the journey the consumer is and will be on in the world of home improvements.
Our challenge was to stretch and evolve the category our client plays in to increase overall market potential. Alternative sales channels would play a key role in this development, particularly online.
The Truth approach involved semiotics to understand the evolution of the DIY category and trends in homes and home improvement which then led into a stage of ethnographies and qualitative groups to understand consumer attitudes, desires and motivations now and into the future. These tools begin to predict the future and allowed us to challenge and shape the category definition in the favour of our client.
The client now has a clear understanding of where the category is, where it should be going next and what they need to do in terms of offer development and communications in order to get there.