Pinpoint opportunities for growth

In today’s hypercompetitive and rapidly evolving world, finding the right growth opportunity is more challenging than ever before, yet many research approaches are not equipped for this new normal.

Matrix pinpoints real growth opportunities by understanding the drivers of choice in different moments. It helps you improve your innovation success rate by identifying people’s unmet needs and tensions as well as product issues and defining, sizing and profiling strategies for each opportunity.

Questions that Matrix can answer:

  • Which opportunities represent the best source of growth?
  • What are the greatest threats to my business and how can I address them?
  • What are the drivers of choice in my marketplace?
  • How can I add value to traditional U&A research?

How we’ve helped our clients

Drive growth through opportunities in new segments

Matrix, Innovation & Product Development, FMCG

The challenge

A leader in imported beer wanted to explore opportunities within the growing segment of lighter, more drinkable products, to address slowing sales and profits.

Our approach

We used Matrix, a systematic approach to directing and prioritising innovation opportunities to evaluate the landscape of over 50 beers, understand tensions and unmet needs, and reveal the real potential from different drinking occasions.

The insight

We identified a major gap in the largest need-state for beer, where brand value, product value and satisfying drinkability intersect. Meeting this unmet need would appeal to underdeveloped customers, drive incremental growth and enhance brand equity.


The client developed an entire business plan around the need-state, and the resulting product launch exceeded sales goals by more than 50 per cent.

Key benefits of using Matrix:

  • Based on a proven consumer behavioural model that improves ROI from innovation spend
  • Provides precise recommendations on how to build on innovation opportunities
  • Scalable - can be completed in as little as four weeks or customised to your objectives
  • Supported by over 30 years’ experience in guiding innovation decisions

Matrix is one of our Innovation & Product Development research tools