FORTUNE 50 CPG COMPANY

GOAL

Hootology helped a Fortune 50 CPG Company beverage brand uncover throughlines and unifying themes among its key target segments to inform the modernization of its branding efforts.  The beverage brand needed to gain a deeper understanding of the deepest connection points with both its most loyal drinkers and the next generations, in order to develop content and messaging that would attract the next generation without alienating the core supporters of the brand.

APPROACH

Hootology designed a hybrid qualitative and quantitative study using its Qualitative Video Capture with Quantitative Hybrid modality that leverages the best of mobile video technology to capture qualitative responses from a larger sample size than available with traditional qualitative, and thus also allows for quantitative analysis.  Hootology also provided additional analysis using its proprietary Consumer Loyalty Segmentation Model, which allows brands to understand the ways consumers develop and maintain loyalty to the products and services they purchase

RESULT

The research provided the beverage brand with valuable information and key insights to create a unifying message that resonated among all key target segments and a deeper understanding of how changing times are impacting the perceptions of the brand among key target segments.