--- title: Identifying new category opportunities for Mondelez description: Irrational agency uses innovative narrative research and system 3 techniques to open new categories for Mondelez image: https://blog.irrationalagency.com/hubfs/TITLE%20narrative%20SLIDE.png --- hello@irrationalagency.com | +44 (0)20 7064 6555 Follow us: [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Narrative qual](https://irrationalagency.com/narrative-qual/) - [System 3](https://irrationalagency.com/system-3/) - [Behavioral Conjoint](https://irrationalagency.com/behavioural-conjoint/) - [Hidden Stories](https://irrationalagency.com/hidden-stories/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Contact](https://irrationalagency.com/contact/) - Get free insight on... - [FCA Consumer Duty Guide](https://info.irrationalagency.com/fca-consumer-duty-guide?_ga=2.35805152.1357843051.1666273171-1379455377.1659466076&_gl=1*1mjfy27*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Hidden Stories on Sustainability](https://info.irrationalagency.com/hidden-stories-report-on-sustainability-2022-landing?_ga=2.56850410.1357843051.1666273171-1379455377.1659466076&_gl=1*1ephb79*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Guide to Behavioral Market Research](https://info.irrationalagency.com/guide-to-behavioral-market-research-download?_ga=2.30619775.1357843051.1666273171-1379455377.1659466076&_gl=1*7dbbmj*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) [Back to All Posts](https://blog.irrationalagency.com) ![](https://blog.irrationalagency.com/hubfs/TITLE%20narrative%20SLIDE.png) # Identifying new category opportunities for Mondelez [FMCG](https://blog.irrationalagency.com/tag/fmcg), [Case Study](https://blog.irrationalagency.com/tag/case-study), [Narrative Research](https://blog.irrationalagency.com/tag/narrative-research) Published by [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/irr-logo-sq.png?width=50&height=50&name=irr-logo-sq.png)**Irrational Agency** ](https://blog.irrationalagency.com/author/irrational-agency) Irrational Agency helped Mondelez understand opportunities in new categories for the FMCG giant. Check out our full case study video below with Maura Collins-Titone, group leader of the Consumer Science Innovation Hub at Mondelez to discover how we used narrative research and a System 3 approach to generate unique and actionable insight for the brand.     ###### Share this article on [Follow us on Facebook](https://www.facebook.com) [Follow us on LinkedIn](https://www.linkedin.com) [Follow us on Twitter](https://www.twitter.com) [Follow us on Instagram](https://www.instagram.com) ## Related Posts ## [Tell Me Something I Don't Know – How System 3 Delivers a Competitive Edge](https://blog.irrationalagency.com/tell-me-something-i-dont-know-how-system-3-delivers-a-competitive-edge) Have you ever opened up a research report and been able to predict exactly what it will say? It... [Read More](https://blog.irrationalagency.com/tell-me-something-i-dont-know-how-system-3-delivers-a-competitive-edge) ## [Gamesys Partners with Irrational Agency to Win 2021 MRS Award for New Consumer Insights](https://blog.irrationalagency.com/gamesys-partners-with-irrational-agency-to-win-2021-mrs-award-for-new-consumer-insights) Recognized for their profound contributions and research learnings, Irrational Agency together with... [Read More](https://blog.irrationalagency.com/gamesys-partners-with-irrational-agency-to-win-2021-mrs-award-for-new-consumer-insights) ## [Using the Metacognitive Approach - Increasing Awareness of Consumers' Own Thinking](https://blog.irrationalagency.com/using-the-metacognitive-approach-increasing-awareness-of-consumers-own-thinking) After several years of conference talks and articles on behavioral economics, most researchers now... [Read More](https://blog.irrationalagency.com/using-the-metacognitive-approach-increasing-awareness-of-consumers-own-thinking) [Back to All Posts](https://blog.irrationalagency.com) **Our offices** **United Kingdom** Paddington Works 8 Hermitage Street London W2 1BE **​Netherlands** Keizersgracht 391 A1016 EJ Amsterdam **Site map** - [Home](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Publications](https://irrationalagency.com/publications/) - [Contact](https://irrationalagency.com/contact/) **Keep up to date** Sign up for irrational insights **Follow us** Follow us: