How to shift strategic direction in a commoditised category by using human-centric design
O2 & Incite
O2 and Incite collaborated on two flagship projects in 2021, Segmentation and Product Refresh, jointly conceived to create the foundation for O2’s three year strategy development.
This webinar explores how a human-centric approach was used to inform, develop and embed findings that drive change in what is a highly commoditised and innovation-resistant space.
‘Human understanding’ was the central tenet that drove the success of the whole workstream; from innovative methodologies which rejected conventional category needs identification in favour of understanding consumers’ behaviours relating to brand switching and deal seeking and their motivations within the context of their broader life goals, through to a complex embedding and actioning workstream which placed stakeholder needs, challenges and barriers at the heart of strategy development.