Consumer research for fledgling brands

The FMCG landscape continues to change with the rise of emerging brands desperately trying to disrupt and survive in an incredibly crowded marketspace. Their fight to stand out has made our job as researchers more challenging and more interesting.

You only have to walk down supermarket checkout aisles to spot the latest snacking innovations. Established brands are now competing with a new array of brands entering the health and well-being space (Popchips, Hippeas and KIND to name a few!).

Femcare is another market being shaken up by challenger brands. It’s fascinating to watch newbies entering the category embracing holistic health care, female empowerment and fun. While we know consumers are seeking brands with empathy, clear and authentic values, it’s a big switch for consumers to start thinking about those values in the context of this category.

At Razor, we love and feel privileged to work with some of the ‘big players’; but we’re also passionate about working with entrepreneurs who inspire us and have ideas we feel truly excited by. We’re very aware of the restraints that exist within small businesses, so we developed First Shave; an approach designed to give start-ups a leg-up. (Or, if you like, a ‘first shave’ of research.)

Our method is rapid, inexpensive and incisive to support the needs of challenger brands. Recently we helped an alcohol-free spirit brand get to market and we created an innovation roadmap for a vegan brand. Exciting stuff!

So, if you’re a fledgling brand looking to back a hunch, settle an internal debate, or need to impress potential customers and investors, do get in touch. We’d love to hear from you!