A Global B2B Ingredients Company sought to develop more innovative offerings for their customers. The offerings needed to deliver across 3 key stakeholders: the end consumer, the business operator, and the distributor. The company had identified high-potential trend areas and received feedback from key distributors on which ones to prioritize, but wanted to collaborate with operators to entrepreneurially develop and test specific product offerings that deliver against those top trends.
The team rooted themselves in empathy with the consumers and operators and generated 128 pain points, translated those into 56 Jobs to be Done. Leveraging overnight consumer feedback, they prioritized the top 6 Jobs to be Done from which they generated 70 ideas.
Leveraging consumer feedback, they prioritized ideas. The team identified key metrics to validate and identified key assumptions about the ideas. The team collaborated with business operators to develop prototypes of the ideas for transactional research. They conducted live, in-market tests, receiving real-time consumer feedback on the prototypes of the ideas; they integrated that feedback into their distributor selling stories.
Within two weeks of the live, in-market transactional learning with business operators, the team sold one of the ideas to one of their largest customers.