Issue: 

The food delivery market is highly competitive but poorly differentiated.  We were commissioned to help our client develop a differentiated market position.

What we did:

We undertook Cognitive Schema interviews in order to identify the implicit meanings that consumers use to navigate the category – and identify the white spaces. A simple interviewing technique is used that develops schematic maps of implicit meanings.

Key insight:

Much of the market was found to be undifferentiated but there were clear opportunities for our client to develop a positioning around a subtle blend of reassurance and discovery.

Impact:

The client has used this as a central part of the brand repositioning strategy.

Approach:

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