Approach

We uncovered consumers' hidden and unmet needs by conducting a series of consumer interviews to understand consumers' needs and preferences concerning their current repertoire of products. These insights helped us uncover insightful gaps within their repertoire and develop consumer-generated 'ideal' products that fit their needs and lifestyles.

We combined these richly detailed consumer insights with our market landscape, Cannabis brand audit and cultural immersion to build a complete view of future innovation opportunities, which became powerful and inspiring springboards for product ideation.

Insight

Disruptive innovation must go beyond problem-solving and ideation on known needs to interpret and envision new meanings for products consumers don't know they want yet — but when they see them, they want nothing else. To get there, you must first dig deeper into consumers' hidden needs. This research helps you uncover the personal mental models that silently shape consumers' product choices, revealing the profound significance of their preferences, which can serve as a pathway to breakthrough innovation.