Actionable consumer insights
Key challenges
Despite rising e-commerce trends, Consumer Packaged Goods (CPG) face stagnant online sales. With growth concentrated in a few categories, most CPG segments lagged behind. Armed with behavioral science-backed tools, Fractal sought to study the underlying reasons for this disparity and devise strategies to influence shopper behavior.
CPG products underperforming in e-commerce
Limited growth in some CPG categories
Most CPG categories facing stagnant sales
Lack of data to understand reasons for trends
The solution
Conundrum Ethnolab
Game-based methodology
Deconstructs say-do gaps
Decodes authentic drivers
Generating consumer insight
New York and Chicago focus
Engaged consumers
Identified e-commerce barriers
1
Developing methodology
Structured Ethnolab sessions
Integrated game-based exercises
Designed data collection protocols
2
Field research
Recruited participants
Facilitated group exercises
Gathered qual & quant insights
3
Generating insights
Searched data for patterns
Identified drivers & barriers
Formulated research findings
Shift shopper mindsets
AI contextual triggers to reengineer mental models
Mobile-first innovations
Leveling up mobile UX with deep learning
Smart product bundling
Nudge cross-category growth to unlock CPG potential
