Hort Innovation Australia

Consumer Insights Strategy

  • Consumer Insights

  • Research

  • Marketing Frameworks

The story

Hort Innovation needed a consumer insights strategy and implementation plan so as to be informed by changing consumer preferences.

Hort Innovation is a levy-funded agri-business that produces marketing and R&D resources for its membership of Australian plant-based growers. Like most in the industry, its focus was purely on the growing aspect (supply and production) – not the knowledge or strategy around what drives it.

To improve this, Hort Innovation needed a consumer insights strategy and implementation plan that serviced its core business units: International trade, consumer marketing, and science and tech teams looking to be informed by changing consumer preferences.

Given the complexity of needs and diverse stakeholders involved, Tripod tackled the challenge by thinking like a commercial FMCG business, seen through the unique lens of an agri-business servicing 37 different levy paying industries.

From a robust audit of data sources to interviews with the steering committee, Tripod undertook an insights-gathering and data-mapping process that identified the gaps in consumer demand that needed closing – which was then formalised with a strategy formation session with the Executive Leadership Team.

The result

An ongoing Consumer Tracking Study, Demand Spaces and Needscope Framework was set up to enable the creation of winning strategies across the fresh produce landscape.

The consumer insights strategy including the internal and external resourcing model was rolled out by Hort Innovation and they now have in place an ongoing Consumer Tracking Study as well as a Demand Spaces and Needscope Framework which informs and creates winning strategies across the fresh produce landscape.

A dedicated Insights specialist and Data & Insights team has also been established. This team has been tasked with building a Knowledge Hub so industry has self-serve access to foundational data sets that can assist them in informing and growing their business and the overall fresh produce category.

Relevant case studies

Deep Spring

Brand Repositioning and Relaunch

Research

Strategy

Commercialisation

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