Global Invention in NYC
Qualitative Research
Project Overview
Pizza Hut wanted to create new product ideas for family dining solutions in over 100 global markets, but did not have the time or capacity to focus on each country individually. Pizza Hut would normally rely on the market for direction, but not on this scale. Faced with such a huge challenge, the company recognized that if they wanted truly powerful and innovative solutions that addressed each country’s needs then they needed to choose a more audacious path. So they turned to Synecticsworld for help. Rather than visit each of the 100 highly individual global markets, Synecticsworld’s creative thinkers looked into Pizza Hut’s own back yard and found that rather than go out into the world for the solutions why not simply go to New York City – the place where the world comes to Pizza Hut. The Synecticsworld-led team immersed themselves in the rich mix of cultures and ethnicities that make up New York City, conducting in-depth customer research in the Big Apple’s myriad of communities, which include Russian, East Indian, Italian, Korean and Middle Eastern. The team not only asked customers about their eating habits, but also visited their homes, experienced their family lives and observed their leisure activities. Even further, the team conducted an exploratory session with a variety of foreign students, all of whom had been in America less than five years and still had family back in their native country. The session was invaluable for uncovering hidden truths about the student’s typical ‘family dinners’, while also revealing what it was about the dinners that they missed. Dental Association’s Seal of Acceptance for its “Just Brushed Clean Feeling”.Client
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