Igniting Empathy Through Personas + Experience Maps
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 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.”
Read MoreMaintaining 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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