Understanding why families stay loyal to a kids’ snack
A children’s snack brand wanted to know why its most loyal families kept buying, before briefing its pack, its communication and its next ideas. We followed those families online, logging each snack moment as it happened.
- Client
- Children’s snack brand
- Industry
- Snacks
- Kind of work
- Consumer understanding
- Our role
- Digital ethnography with the brand’s most loyal families, built on jobs to be done
The question
The brand knew which families bought it most often, and wanted to understand why, so that its pack, its communication and its next ideas would build on what kept them coming back.
It also wanted to know what parents and children needed at times of day the brand didn’t yet reach.
Our approach
We followed the brand’s most loyal parents through an online ethnography built on jobs to be done, logging each snack moment as it happened and asking how they had first come to the brand.
Projective tasks and face-offs against the other snacks in their own pantries were designed to bring out, in parents’ own words, what the brand did for their families, and the work built on our earlier research for the same brand.
What the team came away with
A framework for the brand’s food story and the priorities for communicating it, ready to brief the pack, the communication and the innovation team.
Deep dives on occasions the brand didn’t yet serve gave the innovation team its own starting point.
Related work
View consumer understanding case studies- What we do
- Strategic research
- The thinking behind this
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