Case History

The Problem

A major male fragrance brand had a very distinctive set of brand values, which were well understood within the brand team, but there was no real insight into what these values might look like or mean to their audience.

The Approach

We used Mobile Ethnography to get members of the target audience to share with us their interpretation of each of the brand values. Each day we would email them and ask them to take pictures/videos of things in their world which they associated with the value we wanted to understand.

The Outcome

By literally being able to see their brand through the different lenses of their target audience, the client team was able to understand the associations people had with the brand and, subsequently introduce new levels of nuance into their marketing communications and PR material.