SITUATION:
Each of the brands in the Dannon portfolio is unique and differentiated. In order for the company to realize the full value of its portfolio, each product needed a well-articulated strategy, consumer profile, creative expression and innovation pipeline.

AHA!
Beyond “what” to “so what?”
Next Step is an essential, ongoing strategic partner to Dannon and their agency in helping to hone both strategy and creative via qualitative research that goes beyond asking “what” consumers think…to unearthing “why” they care and identifying how that insight can be leveraged for more effective marketing. Over the course of the last 10+ years, Next Step has been used to facilitate innovation workshops, conduct ethnographic research, run consumer co-creation sessions and more.