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NARRATIVE EXPLORATION OF
NEW CATOGORIES AT MONDELEZ
Where we find ourselves today...
9
I have been good all
week, I am allowed a
cheat day
I need to eat 5 portions
of fruit/veg a day to be
healthy
Doesn’t matter what I
eat, as long as I have a
calorie deficit I will lose
weight
I need to take
supplements because
food today doesn’t give
me all the nutrients I
need
I only eat organic
because it is the best for
me and the environment
Now I have children I
need to take better care
of myself and my health
10
11
Experience
&
Expertise +
Depth
Breadth
Creativity
Innovation
+
S3 track
record
12
1
Explore
Narrative Qual
90min depths
Story telling
Emotional
stories
PN stories
Product
stories
Beginning Middle End
13
2
Measure
Narrative Quant
System 3 survey
Our 3 decision making behaviours
14
1 2 3
Framing
12 x scenarios
Imagine you see an ad come up on your
social media for a new online personalized
snack service where you can buy snacks
best suited to your individual nutritional
needs by doing an at home finger-prick
blood test and mailing your sample.
Subconscious
associations
Desired
behaviour
15
Meanings How to leverage mindsets
Aspirations Emotionally rewarding stories
16
3
Create
Innovation
workshop
Science creates trust
Support and evidence provide reassurance
Process can be a barrier, overcome by
health benefits
Innovation is naturally associated with
digital solutions
17
Narrative Exploration of New Categories at Mondelēz

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Narrative Exploration of New Categories at Mondelēz