Approach
We facilitated 6x 2-hr, virtual groups to explore how they express care for their health and wellness, and how they indulge with salty snacks, chocolate, and soda. Before each session, participants were assigned a pre-task to understand their relationships to the category. We broke each territory into bite-sized chunks to measure impact on the brand via key metrics: relevance, uniqueness, tonality, and brand fit & credibility.
