Oatmeal Crisp

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Transcript of Oatmeal Crisp

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Consumer InsightsConstance de la Chaise de Longueil, Tina Hu, CeiliHubbard, Justina Li, Tarek Mavani, Max Hirst

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Problem

Cereal

consumption

Oatmeal Crisp

penetration

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Target consumer

47Tarek

Breakfast?

DadHus-

band

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Consumer insight

Middle-aged men crave a

quick, wholesome breakfast

but have to get it on the go

since they do not have time to

cook, which limits their ability

to spend more of the morning

with family

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Research Methods

Laddering Analysis

Consumption Chain Mapping

Social Media Observation

Oatmeal Crisp Internal Data

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Research Findings

Convenience Wholesomeness Family

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Oatmeal Crisp

Too delicious to share.

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frosted flakes

Share what you love, with you who love.

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Recommendation

TV Spot Packaging

Evaluation Promotion

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Questions?