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