Business Context & Objective:
For the client “youth” are key with rapidly evolving passions. The client wants to understand and track what their TG (mainly youth) were doing for entertainment and leisure on an annual basis to align their communication and marketing activities with their changing consumers.
Research Objective
- Identify the key youth passions at that moment
- Identify emerging niches.
- Youth Passion segments & affinity to category and Client Brand.
Methodology
Online national Quant survey. Focused on youth in their key client beer territories.
Output and Impact
- Top passions and emerging trends.
- Alcohol role with youth passions.
- The client was able to make key media strategy /sponsorship decisions based on our findings & recommendations.