Ethnographies and Friend Groups that Find Consumer Target Commonalities
A leading pizza brand recently had enormous success breaking through to a new consumer group. The success was in part due to a strong campaign with a message that spoke directly to this new audience, but whose demographic profile differed significantly from the brand’s established consumer base. Perhaps there were opportunities to move beyond stereotypical messaging and connect with both of these consumer groups on a more human level?
SIVO Insights customized a research plan centered around Ethnographic Friend Groups. Three host respondents from each target audience were identified and asked to invite two friends from the same target group to participate in a facilitated, in-home discussion. This intimate conversation, in a friendly and familiar setting, revealed key verbal and behavioral clues to authentic feelings, values and barriers surrounding primary eating occasion opportunities.
SIVO Insights used the robust and detailed learning from the Friend Groups to develop consumer profiles for each group and then analyze and identify areas of convergence and differentiation. Each consumer group was brought to life through a video that captured key Friend Group moments. Ultimately, this information was used in a cross-functional application session that identified key crossover messages relevant to both target audiences. The new, enhanced marketing campaign is soon to launch.