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