Situation 

A FORTUNE 200 CPG company was exploring opportunities to expand into new industries. Before moving forward, it 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.

Engagement 

To allow for full exploration of opinions across a wide variety of stakeholders, Illuminate conducted 12 exploratory focus groups in five U.S. markets among informed citizens, health-conscious consumers, financial investors, and policy professionals. Through these discussions, Illuminate uncovered the company’s “right-to-play” in various sectors, based on the company’s image, legacy, strengths, and weaknesses, as well as stakeholders’ expectations around transparency, investment, and responsibility should the company enter each industry.

Results 

Armed with insights from this comprehensive qualitative study, the client gained an understanding of the landscape for responsible expansion, allowing them to successfully navigate reputational risks. These insights are now helping the company pursue growth and product expansion strategies that align with stakeholders’ expectations and perceived image of the corporation.