Helping Optimum Nutrition Unlock Female Potential

Without actionable insights, it’s hard to create products or comms that engage. Without empathy, it’s virtually impossible to anticipate consumers’ needs.

It takes a brave client to recognise they are significantly underperforming in their category because they haven’t paid sufficient attention to a specific element of their potential target audience.   This is exactly what our friends at GPN had done when they asked us to help them unlock the full potential of women in sports.

In fairness, most sports nutrition businesses traditionally approach women as ‘small men’, with only 2.5% of sports nutrition products sold globally being marketed to active women.

GPN recognised there are unmet consumer needs amongst performance motivated women.

But GPN also recognised that before they could unlock the full, mass-market potential of this opportunity, they needed to deepen their understanding of women in sport and understand core insights and human truth, and what functional benefits they were seeking.

Uncovering Penetrating Insight

We conducted one-on-one deep dive interviews with elite sportswomen across three key geographical markets. 

Within our sample we spoke to elite college swimmers, soccer players, hockey players & weightlifters; professional soccer players, cyclists, runners & bodybuilders; and Olympic gymnasts, runners & powerlifters.

Because we guaranteed total confidentiality, these wonderful women were willing to share their deepest thoughts about their physiology, physical performance and emotional health.

The insights we learnt blew us away.

Via debriefs and action-oriented strategy incubators, we’ve shared so much richness with the client that they will be mining it for years to come …

But because clarity matters so much, we’ve also isolated just six guiding insights and five innovation-activation platforms – three to drive female-specific NPD and two to shape targeted comms.

Pretty Damn (Darn) Impressive

Just eighteen months after the fieldwork was completed, we’re thrilled to see the first campaign recognising women in sports and targeting all aspiring female athletes.

It’s a ‘Pretty Damn (Darn) Good’ campaign and a taster of things to come…….

Brand Renovation or New Product Development?

Whether you are aiming to make your brand fitter, or build a healthy innovation pipeline – we’ve got the tools & skills you need:

• Analytics & Insighting: To identify drivers, barriers & white-space opportunities.
• Analysis & Strategy:  To unlock your brand’s equity & growth potential.
• Brainstorming & Concepting:  To disrupt expectations & turn fresh ideas into compelling concepts.
• Qual & Quant Co-Creation:  To fine-tune thinking & optimise your propositions.

Hopefully we’ve given you a taste of what’s possible – now, let’s explore how we can help you deliver …

Give us a call on +44 1491 411272, or connect with David or Joanna via LinkedIn