Approach

We did a deep dive into local culture—bridged connections with local culture creators in our network, brought in a team of cultural anthropologists, added classically trained qualitative consumer researchers to interview consumers who shop our client's categories, and leveraged our brand innovation strategists to collate in market learning and provide growth opportunities.

We interviewed local consumers to mine where and how they connect with brands, retail, and culture. Our cultural anthropologists studied their local markets and storyboarded tangible examples of how to connect with consumers that spoke to their attitudes, beliefs and behaviours. We mined client share and performance data, identified gaps and researched options to expand channels, activations, and more.

Insight

"People do not buy goods and services, they buy relations, stories and magic", said Seth Godin.

In every market and across every mode of research conducted, it was clear that the bar is higher than ever before for every brand's identity, communications, experiences, and contributions. Consumers require brands to move to new levels of investment and commitment to payoff 'show me you know me, add value in my community and share my interests' to earn first choice preference.