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Case Study

Business objective:

Understand the brand’s place within the cold cuts category and discover unmet needs which can be addressed. Identify brand association with the “family” territory for future positioning.


FMCG (cold cuts)

Our method:

By using the visual component (personal pics/pics from the internet) generated by participants, the territories for the category are created organically. This allowed us to understand how they defined the “family” concept and the brands they associate with each depiction.


Everyday life gravitates around the family, especially for more mature people.

For youths, the group of friends also works as a (second) family, providing care and cocooning.

Strategy suggestion:

Focus on strengthening the “family company” claim, creating trust in product consumption.

Also, communicate family values and tensions coming from the modern world.