Client: Bill and Melinda Gates Foundation | Year: 2019
Context
Within the intricate tapestry of urban life in Nigeria, our mission was distinct—unravel the threads of consumer behaviors and habits that shape the nutritional landscape for urban women of reproductive age. With a canvas that spanned social contexts and daily routines, we embarked on a journey to illuminate insights that would not only inform our strategy but also foster healthier lives.
Within the intricate tapestry of urban life in Nigeria, our mission was distinct—unravel the threads of consumer behaviors and habits that shape the nutritional landscape for urban women of reproductive age. With a canvas that spanned social contexts and daily routines, we embarked on a journey to illuminate insights that would not only inform our strategy but also foster healthier lives.
Goals
Nestled at the core of our endeavor was the goal of comprehending the nuances of consumer behavior within their natural setting. Armed with these insights, our collective objective was to meticulously craft a fortified food product that seamlessly integrated with the routines and preferences of urban women.
Nestled at the core of our endeavor was the goal of comprehending the nuances of consumer behavior within their natural setting. Armed with these insights, our collective objective was to meticulously craft a fortified food product that seamlessly integrated with the routines and preferences of urban women.
Methods
Our approach was a harmonious blend of strategic exploration and interactive engagement. I played an instrumental role in orchestrating a comprehensive user research study conducted in Lagos, delving into the intimate contours of daily lives.
Our approach was a harmonious blend of strategic exploration and interactive engagement. I played an instrumental role in orchestrating a comprehensive user research study conducted in Lagos, delving into the intimate contours of daily lives.
This was followed by a symposium of collaboration—a co-design workshop uniting project partners and key stakeholders. Building upon this foundation, we extended our reach to both Lagos and Benin City, conducting testing sessions that unveiled the resonance of our concepts.
The synthesis of these interactions, a fusion of perspectives and preferences, birthed a series of actionable recommendations. These insights not only guided the design of product packaging and positioning but also kindled the spark of a behavior change strategy.
Outcome
Our symphony of insights reverberated beyond the confines of research, weaving into the fabric of our sales, product, and marketing strategy. The recommendations curated through this meticulous orchestration fortified our approach, sculpting an engagement model that resonated deeply with urban women.
Our symphony of insights reverberated beyond the confines of research, weaving into the fabric of our sales, product, and marketing strategy. The recommendations curated through this meticulous orchestration fortified our approach, sculpting an engagement model that resonated deeply with urban women.
Testimonial
"Ben is an incredible designer with a fantastic attitude that brings positivity and energy to every project. What sets him apart is his natural skill as a facilitator. He creates a space where everyone feels heard and engaged, making collaboration effortless and meaningful. Beyond his skills, his professionalism and genuine care for the work shine through in everything he does. I couldn’t recommend Benjamin more highly—he’s an absolute gem to work with."
"Ben is an incredible designer with a fantastic attitude that brings positivity and energy to every project. What sets him apart is his natural skill as a facilitator. He creates a space where everyone feels heard and engaged, making collaboration effortless and meaningful. Beyond his skills, his professionalism and genuine care for the work shine through in everything he does. I couldn’t recommend Benjamin more highly—he’s an absolute gem to work with."
- Isabel Sandoval, Senior Strategic Designer
