Recreating AlaTurca

Date of publication: November 20, 2013


In order to achieve radical innovation, companies require an increasingly deep understanding of consumers’ wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritize them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives. This approach was applied in a large-scale innovation project that recreated AlaTurca, a salty snacks brand of PepsiCo, Turkey.

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