‘Breakfast’ is a key category for Morphy Richards, a leading brand in the UK domestic appliance market.
As a means of fuelling their future innovation pipeline, Morphy commissioned Rodd to use strategic foresights research to identify major consumer shifts and emerging behaviours, assess their commercial potential and help define a product and service roadmap.
In the early phases, we collaborated with Morphy’s team remotely, creating a body of strategic foresights research that assessed the changing behaviour around breakfast. We looked at demographic groups and mindsets, geographical context, and health and wellbeing.
Later, we began working closely with members of senior management to help the company adopt a start-up mentality, allowing them to move beyond the current market space and find new areas for opportunity.
The culmination of our project was the creation of 3 value propositions: ‘Let’s Revitalise Breakfast’ - a proposition that built on health and wellness; ‘Make time’ - an idea that explored a landscape of smart devices, and ‘Enjoy Everywhere’ - a statement that acknowledged the needs of commuters and breakfast on the go.
Each value proposition was underpinned with a comprehensive roadmap and brand positioning recommendations. This piece of work signified a seismic shift in Morphy culture, taking them beyond being reactionary in the market to becoming a forward-thinking force for innovation.
Together, we helped Morphy blend a combination of trends, foresight research and direct consumer insight to underwrite their own internal innovation process.
+ Strategic design support for domestic appliance brands
+ Proposition design to identify your unique offering
