Maximizing POPPA®’s value proposition

Identifying how the product can provide a solution for everyday consumer problems

Context and question

Hygienius® is a company that provides solutions within the healthcare industry with the main goal of making functional healthcare processes run more smoothly for both patients and healthcare personnel. The ‘human’ is central to this: human behavior and well-being is always the starting point for Hygienius® in the development of their solutions. For example, the organization created a unique solution called POPPA® (see photo), which is currently used exclusively as a foldable waste container, useful for invalid people.

However, the company believes that POPPA® may offer an answer to other, more everyday consumer issues and asked Callebaut Collective to investigate the possibilities. Moreover, Hygienius® is looking for potential other consumer applications for their base product and wish to explore how existing know-how can be used to find scalable opportunities to maximize POPPA®’s proposition.

The specific question is:

  • What are the most concrete opportunities for POPPA® to grow?
  • Are there other product fields where the product can serve as basic packaging thanks to its unique advantage of being recyclable after use and taking up very little waste volume?

Together with Callebaut Collective, the management team of Hygienius® wants to pragmatically…

  1. … identify the low-hanging fruit opportunities that they can bring to market as a solution in a relatively easy way,
  2. … explore the long-term opportunities that require additional product investment


To find an answer to these questions, we set up market research in which we talked with two different target groups. During a series of qualitative interviews, we tested when the waste container could add value and how it is perceived. In addition, we checked concrete recommendations on name, packaging and price. These insights were compiled in a report and brought together in a problem-solution canvas.

To also look at other possible markets, we carried out an opportunity exploration and set up several interviews with experts within our collective. We asked them how POPPA® could solve a specific need within their sector and what further developments were needed in order to do so.

Based on the market research and expert interviews, we were able to clearly define the various problems, starting from consumer needs. We then translated them into solutions, questioning and optimizing the POPPA® product to provide a relevant response to these needs.

In a final step, we gave recommendations about how to correctly approach the market with these solutions (go-to-market) with the appropriate value proposition within different market scenarios.

Problem-fit solution Canvas | Callebaut Collective


We eventually landed on four clear market scenarios where POPPA® can be a valuable solution in specific situations, in addition to its already existing application. In doing so, we mapped out the following issues:

  • the target groups, their problems and current available solutions
  • the (negative) experience and obstacles of the available solutions
  • the emotional experience and triggers to act resulting from the available solutions
  • how POPPA® can provide an answer and through which channels Hygienius® offers this best

Hygienius® also gained an insight into the perception and experience of future users of their product and consequently many insights to further optimize their product.

"Through qualitative market research, the team at Callebaut Collective has given us deeper insights into specific consumer issues and the possible solutions our product POPPA® can offer. Callebaut Collective was able to translate the implications of these insights into concrete marketing scenarios and is strategic in how they think and act."
Maarten Grootswagers
Director & COO Hygienius®
Sarah Steenhaut (kernteam)
Sarah Steenhaut, Ph.D.
Marie Pappijn (kernteam)
Marie Pappijn