Accounting for c.100m biscuit occasions a year, Border Biscuits needed to gain a better understanding of the consumer, category, channel and brand in order to guide the future of the Border brand offer in an increasingly competitive marketplace.
In order to build a holistic view of the market and plug gaps in consumer knowledge, Market Measures was engaged to carry out Border’s biggest ever insight project.
Through a multi-stage approach, we were able to generate clear understanding of the market landscape; the role of biscuits in broader snacking; consumer segments; moments of consumption and Border’s role within each. Combing quant, qual and ethnographic tools the research gave Border a clear line in the sand and a springboard for driving category growth through all elements of the marketing mix, including an immediate brand and packaging refresh.