Pinpointing opportunities for growth

Matrix uses a systematic, structured approach to identify the right growth opportunities for your business. It takes the guesswork out of the critical front end of the innovation process and improves success rates by up to six and a half times industry norms.

Equally effective for product renovation and innovation, Matrix searches all of the places where opportunities can hide. It identifies, sizes and prioritises these based on their growth potential, providing a full understanding of key success factors and a precise guide for the next steps in the development process.

Questions that Matrix can answer:

  • What are the underlying drivers of product choice in my category?
  • What are my biggest opportunities for top-line growth?
  • Where are the greatest threats to my business and how can I innovate to address them?
  • How can I change my product mix to deliver incremental portfolio growth?

Drive growth through opportunities in new segments

Matrix, Innovation & Product Development, FMCG

The challenge

A leader in imported beer wanted to explore opportunities within the growing segment of lighter, more drinkable products, to address slowing sales and profits.

Our approach

We used Matrix, a systematic approach to directing and prioritising innovation opportunities to evaluate the landscape of over 50 beers, understand tensions and unmet needs, and reveal the real potential from different drinking occasions.

The insight

We identified a major gap in the largest need-state for beer, where brand value, product value and satisfying drinkability intersect. Meeting this unmet need would appeal to underdeveloped customers, drive incremental growth and enhance brand equity.


The client developed an entire business plan around the need-state, and the resulting product launch exceeded sales goals by more than 50 per cent.

Key benefits of using Matrix:

  • Over 30 years’ experience in guiding innovation decisions
  • A network of experts in every major country and every conceivable product category
  • A proven consumer behavioural model that guides survey design and removes ROI uncertainty
  • An approach tailored by client goals and capabilities
  • Uniquely clear, individual-based understanding of market dynamics

Matrix is one of our Innovation & Product Development research tools