Approach
We began with a remine, reviewing our client’s existing research, in order to build our initial hypotheses. Then we spent an entire week with people from each segment… learning about their lives, following along as they went on grocery store visits, wrote shopping lists, and refilled their fridges. In the process, we were able to deeply understand who they were as people and shoppers, getting a clear sense of all the factors influencing their food shopping habits and decisions. To further humanize the segments and help the business empathize with them, we created psychographic personas, experience journey maps, and segment sizzle reels for each segment which could be easily shared across the entire company.
