Overview
A market-leading Australian food manufacturer, exporting to over 25 countries, faced a critical challenge: staying ahead in the fast-paced health snack category.
Their competitive edge hinges on rapid new product development, a process driven by their Consumer Insights team.
About
The Challenge
Drowning in Data, Starved for Insight
To kickstart a major product range revamp, the Insights team needed to conduct a comprehensive review of consumer habits and attitudes. They were sitting on a goldmine of information—around 25 documents, including past reports, customer feedback, and macro trend analyses.
The traditional process was a time consuming bottleneck. It involved manually sifting through this mountain of data, a painstaking task of copying, pasting, and formatting that would take a single person over three weeks.
The goal was to distill this information into an actionable strategy, but the process was slow and cumbersome.
While generic AI tools can help with desk-based research, they aren't designed to synthesise vast libraries of proprietary data to uncover strategic insights. The team needed a way to activate their existing knowledge, as the starting point for the product reviews.
The Solution
By partnering with Aether, the Insights team supercharged their Range Review process. They loaded their library of 25 source documents into Aether, transforming a static archive into a dynamic, knowledge base.
Aether became their dedicated research assistant, instantly analysing and synthesising reports, trends, and sales data. It allowed the team to rapidly surface key range insights and, as importantly, identify knowledge gaps where new research was needed to move the planning process forwards.
The Results
From Weeks to Moments
With Aether, the time and effort spent on data synthesis and producing range reviews were drastically reduced. Instead of getting bogged down in manual data wrangling, the team could focus on the nuance and strategic application of the insights surfaced by Aether.
Aether transformed a three-week manual process into a dynamic, interactive exploration, empowering the team to move faster and make smarter, data-driven decisions that fuel their innovation engine.
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