Innovating from consumer experience

The question

e-Cigarettes are disrupting the tobacco market. Essentra wanted to know what consumers were saying about them in order to feed their innovation programme.

Our approach

We listened to the global discussion on e-Cigarettes and found an emerging market, where early adopters were sharing experiences and helping confused early mainstream consumers understand how the product worked.

The answer

We were able to identify a variety of unmet needs and frustrations. which helped Essentra develop a range of new early stage products.

“We’ve benefited from some significant findings – gained from social listening research, which has opened doors and produced results which are of significant value to our client base.”

Malcolm Waugh / Group Commercial Director