How a leading U.S. dairy brand captured new growth opportunities by uncovering unmet customer needs
Tillamook wanted to use Jobs to be Done to grow beyond its core product set and create a differentiated positioning for its brand. It sought to understand unmet needs and Jobs to be Done around dairy products, examine what defines a dairy brand, and leverage these findings to refine its brand strategy and innovation pipeline.
We conducted a mobile ethnography and led focus groups to understand consumers’ Jobs to be Done around dairy
From that qualitative research, we built the Jobs Atlas, and illustrated how and whyconsumers placed a premium on simple, real foods. We also uncovered that consumers saw cheese as both a standalone food as well as a key “seasoning” to make meals complete
Our quantitative research helped us to prioritize which Jobs were most important yet under-satisfied, and which related most closely to Tillamook’s unique assets
This project helped Tillamook create cohesion across business units and categories, uncover revenue expansion opportunities through the launch of new products, and revamp its marketing materials to focus on the most important consumer Jobs.