Planning for the Consumer of the Future
Conagra Brands is part of an 800 billion dollar packaged food industry that has an increasingly competitive landscape. With consumer behavior shifting and technology becoming more prevalent in the kitchen, Conagra was faced with the challenge of finding innovative ways to better understand consumer needs as they relate to food. As a result, Conagra’s Data Analytics team contacted EX3 Labs for assistance in three key areas:
- Increasing awareness around emerging technology
- Identifying opportunities to use emerging technology throughout their brand portfolio
- Introducing a framework to rapidly produce and develop ideas to bolster the innovation pipeline
EX3 Labs worked with Conagra to design a day of innovation where 30+ members of the analytics team received hands-on demos of emerging technology such as drones, smart speakers, Internet of Things and mixed reality. After the tech playground, EX3 Lab’s expert facilitators led individual breakout sessions where they assisted Conagra’s team through a series of highly-structured, time-boxed exercises that included building customer journeys, personas and storyboards. The effort resulted in 6 new and innovative ideas both with the potential to provide value to consumers and achieve Conagra’s initiative of using data and technology to inform strategy.
“This was one of the best investments we’ve ever made.”
- Thatcher Schulte, Senior Director, Strategic Insights & Predictive Sciences
One opportunity identified during the innovation day was augmented and mixed reality’s ability to transform the way brands interact with consumers. Conagra’s Data Analytics team decided to test this assertion through a series of Proofs-of-Concept (POC). With the help of EX3 Labs’ UX designers, software engineers and knowledge experts, Conagra was able to develop 3 functioning / coded prototypes that could be socialized with key stakeholders, tested and validated with customers.