Approach
To achieve our objectives we used a streamlined approach, running 4 2-hour virtual discussion groups with both brand lovers and competitor buyers. First, we had participants complete a pre-task to prime them for the groups as well as capture incoming perceptions of the brand. During the discussions we then explored their reactions to the brand purpose manifesto and a series of activations across TV, social media, and real-life, to understand how each performed on key metrics such as relevance, fit with personal values, emotional resonance, clarity, and fit with brand.
