Helping New Consumers Make Healthy Choices

Challenge

Conagra saw an opportunity to attract a new generation of consumers to their Healthy Choice brand.  They reached out to Lextant to redefine and gain concrete tips on how to make the Healthy Choice brand relevant to new consumers and how to expand consumption occasions.


Action

Lextant used customer segmentation data to define an ideal healthy food experience and identify opportunities for the Healthy Choice brand to expand meals to include new recipes and different times of day. Additionally, the data helped determine factors to increase brand appeal among the hard-to-reach millennials demographic.


Result

  • Lextant research helped Conagra develop new lines and recipes, including the nutrient dense, protein-packed Power Bowls and breakfast options.
  • Insights from Lextant consumer information resulted in a 30% growth in all Healthy Choice segments.
  • New recipes and positioning helped drive an 18% increase in usage by millennials—a group that typically rejects frozen foods and is traditionally hard to reach.

Lextant is proud to help Conagra drive innovation through the lens of the consumer. To learn more about Conagra’s innovation approach, click here.

Defining the Ideal Multivitamin Experience

Challenge

To get ahead in the multivitamin market, you need to stand out. Pfizer wanted to expand its popular Centrum® line with something completely different and looked to Lextant for answers.


Action

Lextant created a multi-sensory, stimulus-based design approach that allowed participants to express and create ideas about what they were seeing and experiencing. Findings pinpointed six desired aspects for nutritional supplements and detailed how these could be connected to consumer needs.


Result

  • Lextant’s research expanded Pfizer’s customer base with the innovative, chewable mint vitamin concept.
  • Pfizer launched two new flavors based on excellent Vitamint sales, increasing their multivitamin market share.

Simplifying DIY Installs

Challenge

Hunter stands by its five-minute installation guarantee but needed Lextant’s help to improve the user interface for Hunter’s Home Comfort thermostats.  The goal was to ensure customer installs could proceed quickly and easily.


Action

Lextant worked with Hunter Fan to create an innovative user interface for its next-generation thermostats. A detailed usability study evaluated the design’s effectiveness during actual installs. Lextant then defined key areas to meet customer needs and improve the install experience.


Result

  • Lextant delivered concrete design recommendations to provide customers with an intuitive, easy-to-follow experience.
  • The new design was so good that it helped Hunter Fan secure an exclusive partnership agreement with major retailer.

Customer satisfaction with the install process went up dramatically.

Reimagining a Classic Brand

Challenge

As part of the enterprise wide modernization of Conagra brands, Lextant helped Marie Callender’s understand the desired brand experience and what was needed to cater to a new generation of busy consumers with limited time to spend in the kitchen.


Action

Lextant identified desired consumer experiences and helped shift Marie Callender’s brand focus to a “comfort on call” concept that balances today’s fast pace with a desire to enjoy a comforting meal. Lextant focused the brand on its new target segments and developed specific sensory cues for brand expression.


Results

  • The brand transformed to deliver on the consumer interest in classic meals with a modern twist.
  • A diverse team all aligned on the new brand concept and on the specific, features and sensory cues that would bring it to life.
  • With a clear brand vision in place, design and research investments decreased by 60%.

Creating a Winning “Buy-Online-Pickup-In-Store” Experience

Challenge

Today’s increasingly online marketplace means brick-and-mortar stores need to create new ways to meet customer fulfillment demands. Dick’s asked Lextant to help them understand and evaluate their customers’ “Buy-Online-Pickup-In-Store” (BOPIS) experience.


Action

Lextant used retrospective ethnography to evaluate the current BOPIS system. In-depth interviews helped Lextant identify opportunities in Dick’s BOPIS process.


Result

  • Lextant identified three key points that Dick’s could target to maximize the effectiveness of their BOPIS system.
  • Lextant’s insights led to enhancements in the online experience, less confusion, and overall improvement in the Dick’s customer experience.

Innovative Urban Planning that Attracts Millennials

Challenge

Columbus ranked as the #5 best city for millennials in 2017, and the city wants to improve that number. Kaufman Development plans to create an ideal mixed-use development geared towards millennials. Lextant was tapped to provide insight on how to make it happen.


Action

Lextant and Kaufman co-facilitated workshops with community influencers to cultivate ideas and identify spaces and uses that would appeal to a millennial audience.


Result

  • Lextant gained unique, forward-thinking, and impactful mixed-use development strategies.
  • Kaufman tailored their design and community plans to millennials’ desired experiences.
  • With Lextant insights, Kaufman influenced the Columbus regions’ urban planning geared towards attracting millennials.

Helping Talented Students Discover Their Future

Challenge

The Columbus Chamber of Commerce was developing a first-of-its-kind assessment tool to prepare high school students for the future by identifying their skill sets and connecting them with Central Ohio companies that “match” their profiles. The initiative aimed to increase internship opportunities and entry-level job placements in the Central Ohio area.


Action

Lextant conducted research at five Central Ohio high schools to gain insight into students’ current career exploration processes and their ideal experience. The process focused on student perspectives, desired interactions, and how the final implementation could connect students’ individual skills with complementary careers.


Result

  • A new student-user interface developed that expanded career exploration opportunities for Central Ohio students.
  • Lextant’s efforts connected regional employers with new talent.
  • Student-user interface was nominated for several design awards.

Designing Uniforms for the Line of Duty

Challenge

Public safety clothing needs to be functional and professional. Before entering this market, Carhartt needed to understand what makes the ideal tactical uniform for workers in the public safety sector.


Action

Lextant used stimulus-based research to understand the ideal work clothing experience for firefighters, paramedics, patrol officers, and crowd management security officers.


Result

  • Lextant developed intimate user-specific profiles focused on understanding work environments and routines.
  • Results were used to develop nine big ideas and considerations, ranging from ideal material to the desired professional look, which helped clarify the product development work that was needed.
  • Lextant’s insights helped outline personas that Carhartt uses to guide their designs.

Turning Customer Expectations into Inspired Design

Challenge

Kohler’s goal was to broaden their understanding of how their products fit into the overall bathroom self-care experience and to identify design opportunities.


Action

Lextant performed in-depth home interviews to identify grooming, styling, and personal-care preferences for Kohler’s target customer. Lextant gained key information about consumers’ grooming processes, their desired emotional experience, and barriers to the ideal experience.


Result

  • These consumer preferences translated to insight about consumers’ overall feeling of well-being, which helped Kohler define the ideal personal care experience.
  • Lextant’s insights led Kohler to develop a customizable vanity solution in which no detail is overlooked, creating a truly individual grooming and personal care experience.
  • Lextant insights also inspired the launch of new lighting and mirror lines which delivered 1100% above forecast.

Inspiring Innovative Oral Care Experiences

Challenge

In the competitive oral care industry, Crest needed to understand consumers’ ideal oral care experiences and preferences in order to deliver new products and solutions to meet consumer needs.


Action

Lextant was instrumental in identifying new global market segments to expand Crest’s brand presence. Insights were translated into specific benefits and features that would appeal to each of the different consumer segments. These insights were specific and actionable enough to be immediately integrated into the Crest Oral Care brand development process.


Result

  • The work inspired the development of Crest’s three mega-properties: Pro-Health, Complete, and 3D White, which was the largest selling US toothpaste in 2017.