Home Cooking Think Piece
Global domestic appliance manufacturer Groupe Seb briefed us on an innovation Think Piece to inform New Product Development for their portfolio of brands that include Tefal, Krups, Moulinex and All-Clad.
The brief was to explore the future of home cooking and Groupe Seb’s role within it. We completed a thorough and bespoke response to brief split into four parts:
The first section included insider info on the hottest chef tools yet to reach the consumer kitchen, and the techniques, skills and processes professionals rely on which have the capability to transform home cooking. We interviewed our diverse network of chefs, food professionals and kitchen appliance experts, and spoke to kitchen designers to understand how architecture and usage is evolving.
Secondly, we delved into flavour, with a focus on how can brands prioritise ultimate flavour through their products and services. We explored the diversification of flavour, key indicators and approaches, and a suggested ownable Groupe Seb Flavour Manifesto.
The third section provided new insight on the customer cooking journey, identifying the primary steps and opportunities for innovation. Our four-stage flow analysis built a picture of consumers' tiered approach to cooking and preparation, which helped the client understand how and when their brand can empower customers on their level at different stages of the cooking process.
A final ‘brand spotlight’ section shared details of notable global brands earning the right to play in the category, and how they’re doing it effectively. We highlighted the multiple consumer tensions they’re effectively satisfying and the relevant learnings.
We delivered this comprehensive piece of work via virtual presentation and corresponding report, with detailed appendix documents to support each section. The Groupe Seb team were delighted with the delivery. The client said it was a well packed inspiration session and we’re currently scoping out a further stages of work to continue the research findings.
