Case History #1

Problem

A global food company had traditionally marketed their brands towards the nuclear family audience, but changes in society have led to an increase in household without kids, so they wanted to know – who are these people and what’s their relationship with cooking/food.

Our Approach

We conducted mobile ethnography in France and Australia and spent over a week with them, going shopping, watching them cook and eat, socializing and generally going about their normal day to day in order to achieve a more rounded understanding of who these people really are.

The outcome

It was clear that 4 typologies existed and rather than share dry data we created video monologues which really brought the characters to life. These personas gave the client a much deeper insight into who these people are and how they might be able to optimise their npd and marcomms programmes to fit in with this DINK audience.