Quantitative data helps identify and define frameworks ideal for grouping people, motivations and behaviors. People based segmentation coupled with The Sound’s rich expertise in qualitative illumination can turn important statistics into meaningful human stories. We work to ensure segments become more than targets… they are in fact living, breathing people your brand is working in service of for everything from brand development to product innovation.
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.