--- title: "Case Studies: Insight and Innovation Work | antedote" description: "Case studies of insight and innovation work for consumer and technology brands: consumer understanding, innovation, segmentation, pricing and market entry." url: "https://antedote.com/explore-our-work/" --- # The questions clients bring, and how we work on them. 89 full case studies and 20 shorter examples: the question each client team brought, how we worked with them and, where we can share it, what happened next. [Our work with technology companies](https://antedote.com/technology/) Practice Kind of work Industry Most clients stay anonymous to honor our agreements with them. ## Full case studies - [Filling a cleaning brand’s pipeline and testing a new range](https://antedote.com/explore-our-work/household-cleaning-concepts-and-range-test/). Concept and product testing. - [Choosing who a product roadmap is for, across six countries](https://antedote.com/explore-our-work/personas-across-six-countries/). Segmentation. - [Shaping one spirits proposition for different palates](https://antedote.com/explore-our-work/shaping-one-spirits-proposition/). Innovation and concept development. - [Choosing where a food brand could credibly grow next](https://antedote.com/explore-our-work/brand-stretch-new-growth/). Brand growth. - [Choosing where a home drinks business should innovate next](https://antedote.com/explore-our-work/beverage-system-innovation-strategy/). Innovation and concept development. - [Planning how a skincare brand for families could grow](https://antedote.com/explore-our-work/family-skincare-growth-strategy/). Consumer understanding. - [Choosing where to start a kitchen and bath brand’s experience redesign](https://antedote.com/explore-our-work/mapping-a-kitchen-and-bath-buying-journey/). Consumer understanding. - [Preparing two pet food brands for a retailer review](https://antedote.com/explore-our-work/concepts-built-for-the-retailer-review/). Innovation and concept development. - [Choosing where to innovate in health and well-being](https://antedote.com/explore-our-work/where-to-innovate-in-health-and-well-being/). Innovation and concept development. - [Deciding between new messaging and a new positioning](https://antedote.com/explore-our-work/messaging-or-positioning-for-a-smart-home-brand/). Brand growth. - [Deciding whether to offer workplace hardware as a service](https://antedote.com/explore-our-work/workplace-hardware-business-model/). Innovation and concept development. - [Deciding whether to progress a new workwear fabric](https://antedote.com/explore-our-work/new-workwear-tested-on-the-job/). Concept and product testing. - [Deciding where a travel brand’s fleet should go, years ahead](https://antedote.com/explore-our-work/where-a-travel-fleet-should-go/). Segmentation. - [Planning an equipment brand’s entry into a new professional market](https://antedote.com/explore-our-work/planning-entry-into-a-new-professional-market/). Market entry. - [Planning a food brand’s entry into a new market](https://antedote.com/explore-our-work/food-brand-market-entry/). Market entry. - [Choosing which new flavor ideas to develop](https://antedote.com/explore-our-work/exploring-new-flavor-directions-for-spirits/). Innovation and concept development. - [Choosing the claims for a new hair care product](https://antedote.com/explore-our-work/claims-for-a-new-hair-care-product/). Packaging and claims. - [Reaching households that rarely use a cleaning product](https://antedote.com/explore-our-work/how-households-really-clean/). Consumer understanding. - [Deciding whether to enter a fast-growing dog treat segment](https://antedote.com/explore-our-work/competitive-intelligence-category/). Market entry. - [Planning a health brand’s entry into four new markets](https://antedote.com/explore-our-work/a-health-brands-entry-into-four-markets/). Market entry. - [Choosing which smart home customers to focus on](https://antedote.com/explore-our-work/segmentation-go-to-market/). Segmentation. - [Deciding what the next accessories range should be](https://antedote.com/explore-our-work/planning-an-accessories-range/). Product and pricing. - [Planning a better layer for people who work outside](https://antedote.com/explore-our-work/a-better-layer-for-outdoor-workers/). Consumer understanding. - [Shaping a bank’s offer for people moving between countries](https://antedote.com/explore-our-work/customers-crossing-its-borders/). Consumer understanding. - [Speaking credibly to a community of professional arborists](https://antedote.com/explore-our-work/how-to-speak-to-a-community-of-specialists/). Business and expert research. - [Choosing which regions to enter first on a new continent](https://antedote.com/explore-our-work/choosing-regions-on-a-new-continent/). Market entry. - [Bringing new editions to a core spirit without unsettling its drinkers](https://antedote.com/explore-our-work/new-editions-of-a-core-spirit/). Innovation and concept development. - [Choosing which hair care products and messages to develop](https://antedote.com/explore-our-work/hair-care-ideas-from-everyday-routines/). Innovation and concept development. - [Building consumer needs into a company’s innovation process](https://antedote.com/explore-our-work/jobs-framework-leadership/). Training. - [Pricing and positioning a future product for Tonal](https://antedote.com/explore-our-work/tonal-product-range-research/). Product and pricing. - [Choosing what value to build into a future kitchen appliance](https://antedote.com/explore-our-work/kitchen-appliance-innovation-research/). Innovation and concept development. - [Working out who would buy a new home-working product](https://antedote.com/explore-our-work/audience-research-for-a-home-working-product/). Concept and product testing. - [Defining the customer for a new consumer category](https://antedote.com/explore-our-work/building-one-customer-picture-for-a-venture-backed-startup/). Segmentation. - [Positioning a new power tool range for two audiences](https://antedote.com/explore-our-work/what-professional-meant-on-the-shelf/). Packaging and claims. - [Taking a food company’s leaders to meet consumers firsthand](https://antedote.com/explore-our-work/consumer-immersion-leadership/). Consumer understanding. - [Defining a spirits brand’s role with Gen Z](https://antedote.com/explore-our-work/spirits-positioning-with-gen-z/). Brand growth. - [Choosing body care products a brand could develop in time](https://antedote.com/explore-our-work/rebuilding-a-body-care-pipeline/). Innovation and concept development. - [Settling the design brief for a new dog treat](https://antedote.com/explore-our-work/three-week-in-home-treat-test/). Concept and product testing. - [Setting priorities for a supplements innovation pipeline](https://antedote.com/explore-our-work/a-supplements-pipeline-built-to-be-tested/). Innovation and concept development. - [Choosing how to talk about a new smart home security device](https://antedote.com/explore-our-work/positioning-a-new-smart-home-device/). Concept and product testing. - [Getting athlete evidence into Oakley and Intel’s development sprints](https://antedote.com/explore-our-work/what-a-wearable-coach-had-to-get-right/). Concept and product testing. - [Choosing which home-heating customers to prioritize](https://antedote.com/explore-our-work/home-heating-customer-segmentation/). Segmentation. - [Planning where an outdoor equipment business should grow](https://antedote.com/explore-our-work/outdoor-equipment-growth-plan-2030/). Brand growth. - [Choosing which snack ideas to fund](https://antedote.com/explore-our-work/snack-innovation-pipeline-prioritization/). Concept and product testing. - [Finding where product development could improve a cup of tea](https://antedote.com/explore-our-work/mapping-the-tea-drinking-journey/). Consumer understanding. - [Choosing where to point suncare innovation and R&D](https://antedote.com/explore-our-work/exploring-opportunities-in-suncare/). Innovation and concept development. - [Deciding how much help a cooking appliance should give](https://antedote.com/explore-our-work/cooking-appliance-research/). Innovation and concept development. - [Four accessories in development, each with its own question](https://antedote.com/explore-our-work/four-accessories-in-development/). Concept and product testing. - [Segmenting a venue’s members from its own records](https://antedote.com/explore-our-work/segmenting-a-venues-members/). Segmentation. - [Choosing where to take a new mowing technology first](https://antedote.com/explore-our-work/where-to-take-a-new-mowing-technology-first/). Market entry. - [Choosing which free-from food ideas belong on a roadmap](https://antedote.com/explore-our-work/building-a-free-from-food-pipeline/). Innovation and concept development. - [Setting the taste direction for a new hot drink](https://antedote.com/explore-our-work/a-hot-drink-designed-sip-by-sip/). Concept and product testing. - [Deciding whether to develop a new skincare product further](https://antedote.com/explore-our-work/at-home-skincare-prototype-trial/). Concept and product testing. - [Getting to know everyone behind an enterprise technology purchase](https://antedote.com/explore-our-work/researching-enterprise-technology-buyers/). Business and expert research. - [Weighing a new home-energy proposition](https://antedote.com/explore-our-work/a-new-home-energy-proposition/). Product and pricing. - [Understanding how users choose between industrial equipment brands](https://antedote.com/explore-our-work/brand-choice-in-industrial-equipment/). Business and expert research. - [Planning the upgrade of a savory snack in three markets](https://antedote.com/explore-our-work/upgrading-a-savory-snack/). Innovation and concept development. - [Grounding a spirits company’s ready-to-drink strategy in evidence](https://antedote.com/explore-our-work/evidence-for-a-ready-to-drink-strategy/). Consumer understanding. - [Setting R&D priorities for a personal care device](https://antedote.com/explore-our-work/a-personal-care-device-tried-at-home-first/). Concept and product testing. - [Mapping where a communications software platform could do more](https://antedote.com/explore-our-work/product-opportunities-for-a-software-platform/). Innovation and concept development. - [Choosing adjacent markets for a consumer security business](https://antedote.com/explore-our-work/adjacent-growth-for-a-consumer-security-business/). Brand growth. - [Choosing which turf care jobs to automate next](https://antedote.com/explore-our-work/turf-care-automation-roadmap/). Innovation and concept development. - [Choosing a food brand’s voice for a neighboring market](https://antedote.com/explore-our-work/a-food-brands-story-next-door/). Consumer understanding. - [Checking a new personal care product against its promise](https://antedote.com/explore-our-work/five-days-with-a-new-personal-care-product/). Concept and product testing. - [Rebuilding support around what customers need](https://antedote.com/explore-our-work/support-built-around-what-customers-need/). Consumer understanding. - [Knowing how to speak to affluent savers about retirement](https://antedote.com/explore-our-work/how-affluent-savers-think-about-retirement/). Consumer understanding. - [Choosing where a snack format could stand apart](https://antedote.com/explore-our-work/where-a-new-snack-format-could-win/). Innovation and concept development. - [Deciding where hair care language should work hardest](https://antedote.com/explore-our-work/which-words-hair-care-shoppers-hear/). Packaging and claims. - [Choosing between three explanations of what makes younger users pay](https://antedote.com/explore-our-work/monetization-product-strategy/). Product and pricing. - [Deciding who to build protein snacks for, and what](https://antedote.com/explore-our-work/protein-snacking-innovation-program/). Innovation and concept development. - [Judging skincare ideas from three brands by one standard](https://antedote.com/explore-our-work/skincare-pipeline-three-brands/). Innovation and concept development. - [Choosing the services to build around a device portfolio](https://antedote.com/explore-our-work/consumer-electronics-services-vision/). Innovation and concept development. - [Training insight teams to turn evidence into recommendations](https://antedote.com/explore-our-work/insight-skills-a-whole-team-could-use/). Training. - [Choosing a cover for a new personal care stick](https://antedote.com/explore-our-work/opening-a-new-personal-care-pack/). Packaging and claims. - [Setting an entry order for five new countries](https://antedote.com/explore-our-work/five-countries-one-entry-order/). Market entry. - [Choosing which future food models a foodservice company should back](https://antedote.com/explore-our-work/future-food-models-sized/). Innovation and concept development. - [Choosing which personal care buyers to target in each market](https://antedote.com/explore-our-work/personal-care-buyers-in-four-markets/). Segmentation. - [Prioritizing markets and buyers for a B2B software company](https://antedote.com/explore-our-work/b2b-software-market-expansion/). Market entry. - [Defining what professional chefs expect from a seasoning](https://antedote.com/explore-our-work/what-chefs-need-from-a-seasoning/). Concept and product testing. - [Deciding what goes into a consumer technology roadmap](https://antedote.com/explore-our-work/conjoint-and-simulation-for-a-product-roadmap/). Product and pricing. - [Choosing a snack brand’s role in people’s adventures](https://antedote.com/explore-our-work/what-adventure-means-to-snack-buyers/). Consumer understanding. - [Planning an agricultural sector’s response to alternative proteins](https://antedote.com/explore-our-work/agricultural-sector-alternative-proteins/). Business and expert research. - [Refreshing a heritage food pack for its loyal buyers](https://antedote.com/explore-our-work/what-a-heritage-pack-must-keep/). Packaging and claims. - [Deciding which health promise should lead a new yogurt](https://antedote.com/explore-our-work/a-new-yogurt-concept/). Innovation and concept development. - [Hearing from consumers before a food brand’s leadership summit](https://antedote.com/explore-our-work/leadership-immersion-before-a-summit/). Consumer understanding. - [Choosing which pack structures to develop for a new indulgent range](https://antedote.com/explore-our-work/packaging-for-a-new-indulgent-range/). Packaging and claims. - [Understanding what justifies a premium in a staple food](https://antedote.com/explore-our-work/premium-pricing-evidence/). Product and pricing. - [Turning a snack segmentation into briefs for innovation](https://antedote.com/explore-our-work/bringing-a-snack-segmentation-to-life/). Segmentation. - [Working out how many recipes a sauce for professional kitchens needs](https://antedote.com/explore-our-work/can-one-sauce-recipe-work-everywhere/). Concept and product testing. ## Shorter examples Open one for the short version, and ask us for the long one. - *Innovation and concept development* · Making a work vehicle more useful to working crews · Outdoor equipment maker · Outdoor & industrial This outdoor equipment maker already sold a work vehicle and wanted to know what would make it more useful to the crews who run it. We spent time with buyers and crews, and set out the feature opportunities for the vehicle. - *Concept and product testing* · Testing a new fabric with uniform buyers and wearers · Workwear maker · Apparel & workwear A new workwear fabric looked promising, and the question was whether working professionals would value it enough to justify taking it to market. We put it in front of uniform decision makers and the wearers themselves, exploring its possible applications and benefits across real job conditions. - *Concept and product testing* · Testing the assumptions behind an electric vehicle launch · Electric vehicle startup · Outdoor & industrial For a startup, a vehicle launch is close to a one-shot bet, and this electric vehicle company wanted evidence before taking it. Our research put the product and positioning in front of its intended buyers and tested the assumptions the launch depended on, so leadership could weigh the launch with evidence in hand. - *Market entry* · Weighing a new Latin American market for a drinks brand · Beverage company · Drinks & spirits The market was large and fast-moving, with a drinks culture of its own, and this brand wanted the opportunity weighed before committing to it. We examined how consumers there use and choose drinks in its category, and what room there might be for a new entrant, as input to the entry decision. - *Innovation and concept development* · Choosing which spirits propositions to develop for a new market · Spirits company · Drinks & spirits A spirits company wanted to know which of its proposition directions would appeal to drinkers in a large Latin American market. We explored local drinking culture and how each proposition territory came across to consumers there, as input to the next stage of concept and liquid development. - *Market entry* · Planning a vehicle maker’s entry into two pickup truck markets · Vehicle maker · Outdoor & industrial In the two markets this vehicle maker was weighing, the pickup truck is a cultural institution, which makes them as attractive as they are demanding. Entering meant understanding how drivers there choose, use and feel about their trucks. Our research explored those questions, and the output was an entry strategy for the two markets. - *Market entry* · Growing a motorcycle brand in new markets · Motorcycle manufacturer · Outdoor & industrial Growing a motorcycle brand in new markets means winning riders you have never met. We explored what riding means to them, how they choose their machines, and what this manufacturer’s brand could stand for in their world. The output was a growth approach for each market. - *Brand growth* · Mapping where a spirits brand could credibly innovate · Spirits company · Drinks & spirits Innovation pays off where a brand has permission to play, and this spirits brand wanted to know how far its welcome extended. We developed innovation territories and explored them with consumers, to see which felt like natural extensions of the brand and which stretched its credibility. The output assessed each territory, with direction for development. - *Concept and product testing* · Exploring an early spirits proposition with drinkers · Spirits company · Drinks & spirits One part of the spirits category was growing fast, and this company had an early proposition of its own for it. We explored who drinks in that part of the category and why, and put the proposition in front of them, so the team could judge whether it was ready to develop further. - *Innovation and concept development* · Finding the categories a new extrusion technology could serve · Food company · Food & drink Extrusion technology can reshape what a food company makes, if it is pointed at the right categories. Partnering with R&D, we looked at the technology’s capabilities and the product spaces where they could matter to consumers. The work ended in written cereal and snack concepts for a three-to-ten-year horizon. - *Segmentation* · Segmenting players to plan acquisition and engagement spending · Mobile gaming platform · Consumer technology Acquisition and engagement compete for the same budget, and this mobile gaming platform wanted evidence to choose between them. We built a player segmentation describing who plays, what keeps each type engaged and where each has room to grow, so the team could plan investment by segment. - *Concept and product testing* · Prioritizing a crowded spirits innovation pipeline · Spirits company · Drinks & spirits Every concept in a crowded pipeline has an internal champion, which can make prioritization stall. This spirits company asked us to put consumer evidence against its innovation pipeline. We tested the concepts against one another with consumers, comparing them on criteria tied to the company’s strategy, as input to its prioritization. - *Innovation and concept development* · Building a growth map from a drinks business’s own research · Beverage company · Drinks & spirits The client already held more than forty studies on its category and wanted one view of them. We synthesized that evidence with category trends and semiotics into a growth map, then developed ideas with the client’s teams and refined concepts with consumers. - *Innovation and concept development* · Finding where a dairy business could grow in snacking · Food company · Food & drink A food company’s dairy business wanted to know where it could grow beyond its core products. We mapped growth opportunities in snacking, generated ideas, evaluated them with consumers in qualitative research, and iterated concepts for the next three years of the pipeline. - *Consumer understanding* · Understanding how homeowners choose battery-powered equipment · Outdoor equipment maker · Outdoor & industrial This outdoor equipment maker wanted to understand how homeowners decide between battery and gas equipment. We investigated how they weigh the two, what drives their purchases and where they hesitate, and set out what stands in the way for the brand team. - *Consumer understanding* · Understanding how younger app users engage and what they pay for · Consumer technology company · Consumer technology The company wanted to understand how younger users use its app. We explored what draws them in, what they will pay for and why, and set out what that meant for engagement and paid features. - *Consumer understanding* · Seeing a fresh-food top-up shop through shoppers’ eyes · Retailer · Food & drink A grocery retailer’s insight team wanted to see the fresh-food top-up shop through shoppers’ eyes before an ideation workshop on growing basket value. Twelve shoppers wore eye-tracking glasses on an accompanied shop in one store, then talked through their own footage with us. The output described the trip from the shopper’s point of view, with initial ideas for the workshop. - *Concept and product testing* · Prioritizing experience improvements for a technology company · Consumer technology company · Consumer technology Experience improvements are easy to list and hard to rank. This company had plenty of candidate ideas and wanted to know which would move conversion. We evaluated the experience alongside its users, and the team received a prioritized set of improvements, tied to satisfaction and adoption. - *Packaging and claims* · Helping people choose smaller treat portions more often · Food company · Food & drink A food company asked how to get people to choose smaller portions of its confectionery more often. Desk research, with no new consumer fieldwork, drew on more than 30 earlier research documents, the category’s packs and claims, and its semiotic codes. The output was a set of growth routes, with next steps. - *Training* · Giving every team one shared understanding of a brand · Personal care company · Beauty & personal care The brand’s knowledge sat in many separate documents, from germ science and consumer research to its history and claims work. We designed a kit for new hires (test papers on germs, a card game about diseases, a comic and an annotated history), then rebuilt the material as a six-chapter digital book, written for different ways of learning and built for the brand team to edit and extend. A later stage added a claims chapter. ## Multi-award winners and finalists. - Market Research Society · Best Innovation - Market Research Society · International Research - Insights Association · EXPLOR Award - AQR · Qualitative Excellence, twice - The Marketing Society · Effective Use of Insight - Marketing Week · Masters - MRMW · Best Use of Mobile Technology - Next Gen Market Research · Disruptive Innovator - Insight250 · Legend: Anne Lacey, founding partner ## Ask about the work nearest yours. We’ll walk you through the engagements closest to your category and question, and can put you in touch with a client for a reference. [Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com) A partner or director will reply.