Choosing a snack brand’s role in people’s adventures
A brand that wants a place in people’s adventures has to understand adventure the way they live it. For a snack company, we went from groups with its buyers to digital ethnography and filmed adventures with committed adventurers.
- Client
- Snack company
- Industry
- Snacks
- Kind of work
- Consumer understanding
- Our role
- Group and ethnographic research on what adventure means to the brand’s buyers
The question
The company had two decisions ahead: where the brand should stand within adventure, and where its product innovation for adventurers should go.
Both needed a view of adventure from the people who live it: what drives them, how they define it, and what part a brand could play in their lives.
Our approach
We started broad, with people who buy the category, and then went deep with people for whom adventure is a way of life.
In groups, people mapped the kinds of adventure they go on and what each one asks of them.
In a digital ethnography, committed adventurers then showed us their adventures, their gear and their food in photos, video and words.
Then we went with them. We joined some of them on hikes, runs, rides, climbs and whitewater, filming as we went, with brand loyalists and with people who were not.
What the team came away with
The team had a map of the kinds of adventure, portraits of committed adventurers and a map of their food needs.
Film from the adventures was made to bring these people to life for brand and creative teams, so positioning and innovation could start from how adventurers live.
Who we heard from
Recent buyers in the category, in groups, then committed adventurers in digital ethnography and on their own adventures
Related work
View consumer understanding case studies- What we do
- Strategic research
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