Assessing Stakeholder Perspectives to Inform Responsible Market Expansion

Situation 

A FORTUNE 200 CPG company was exploring opportunities to expand into new industries. Before moving forward, they sought to understand stakeholder perceptions and expectations around this potential growth to ensure alignment with public sentiment and avoid reputational risk. Illuminate Research was engaged to explore these attitudes and deliver clear, strategic guidance for the firm.

Engagement 

To allow for full exploration of opinions across a wide variety of stakeholders, we conducted twelve exploratory focus groups in five US markets with informed citizens, health-conscious consumers, financial investors, and policy professionals. Through these discussions, we were able to uncover the company’s “right-to-play” in various sectors, based on the company’s image, legacy, strengths, and weaknesses. Additionally, we assessed stakeholders’ expectations around transparency, investment, and responsibility should the company enter each industry.

Results 

Armed with insights from this comprehensive qualitative study, our client was able to navigate reputational risks and better understand the landscape for responsible expansion. These insights are now helping the company pursue growth and product expansion strategies that align with stakeholders’ expectations and perceived image of the corporation.