Between A Rock And A Hard Place: Experiencing the world of adventure first-hand to uncover new opportunities for growth

This paper describes a qualitative research project for Clif Bar & Company, a US manufacturer of energy bars and drinks, that sought a fuller understanding of its core consumer - 'extreme adventurers' - and the opportunities to widen its market beyond them.

Between A Rock And A Hard Place: Experiencing the world of adventure first-hand to uncover new opportunities for growth

Anne Lacey and Michelle Thevil

Introduction

When Michelle of Clif Bar and Company reached out to the strategic insight and innovation consultancy, antedote and asked for help in understanding the world of adventure and bringing the consumer to life for Clif, it seemed like a pretty straightforward and familiar brief, and one that would be a lot of fun – after all, who doesn't like spending time in the great outdoors?

Once we started digging into the organizational context and the...

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