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Igniting Empathy Through Personas + Experience Maps

The Challenge

Illuminate key segments and their shopping journeys for a predominant food and drug company to inform communications, design, innovation, and strategy.

A large food and drug company came to us with six segments they needed to bring to life. Yes, you heard us… six segments. We had our work cut out for us. Our job was to not only illuminate each segment as a “food shopper” but to empathize with them as humans, and explore how their approach to life and their relationship food impacts how they choose to navigate grocery stores. Our client asked us to develop a persona, journey map, and film for each segment to help them better resonate with people and maximize their shopping experience.

The Approach

We began with a remine, reviewing their existing research and building our initial hypotheses. Then, we spoke with the people who matter most. We used both static and recurring text, video and photo-based tasks on our Fieldnotes platform to dig deep into each segment’s values, motivations and behaviors that frame how and with whom they source their food.

The analysis process was intense to say the least (and we enjoyed every minute of it!). In the end, we delivered 6 Films, 6 One-page Personas, 6 Segment Decks, 6 Food Occasions Tables, 6 Journey Maps and 1 Segment Comparison Deck… and a partridge in a pear tree.   

The Impact

We identified and pulled apart the most meaningful differences across the six segments that we knew our client could immediately action against. We learned about who each segment was, the texture of their lives, the role that food played, their approach to cooking, and how all of it reflected in what they look for in a grocery shopping experience.

Increasing Market Share

To better understand and inspire our client's new segment it was important to learn more about them and to build a detailed and actionable narrative of their lives, attitudes, and motivations to drive the new segment, understand how to really speak to them, and make sure the strategy and innovation pipelines were aligned.

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Connecting Brand and People

Connecting brand and people means practicing empathy and immersing your brand in your customers' daily lives to gain firsthand experience. One of the best ways to practice empathy is to experience it with your target. This sports drink brand signed up to do just that, getting out of the office and into their consumers' everyday lives; taking a walk “in their shoes.”

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Maintaining Category Leadership

With new trends and knowledge impacting how and what people feed their pets, our client wanted to better understand what were the core drivers and motivations for considering to switch to ancestral petfood - what offerings were resonating and what what driving consumers to try it.

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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