Taking a food company’s leaders to meet consumers firsthand
A food company wanted leaders from every function to hear consumers describe its brand in person. We designed and ran an immersion in consumers’ worlds, with a guided reflection afterwards.
- Client
- Food company
- Industry
- Food
- Kind of work
- Consumer understanding
- Our role
- Consumer immersion for the leadership team, from recruitment to guided reflection
The question
The company wanted to deepen one brand’s emotional connection with consumers.
Leadership chose to go and hear the brand described firsthand, so that every function would plan from an understanding it had witnessed for itself.
Our approach
We chose consumers for conversation as much as for fit: people at ease meeting strangers and excited to spend time exploring with them.
Each one’s digital pre-task became a profile and a guidebook of conversation sparks, so every leader arrived already knowing the person they would meet.
Leaders went in pairs with one consumer, a group small enough for real conversation, on a route built around the themes the business was working through: in and out of the category, and into the stores where it is chosen.
In store, the consumer led and the leaders listened. As they went, each team added observations, photos and verbatims to a live shared record.
What the team came away with
The leadership team had a record of the experience in consumers’ own words and pictures, built by the teams as they went.
A structured regroup and a guided reflection afterwards helped each leader turn what they had heard into implications for the brand. We designed and ran it all, from recruitment to reflection.
Related work
View consumer understanding case studies- What we do
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