ADVANCING A CONSUMER-CENTRIC STRATEGY

Challenge

Identify and bring the brand’s user personas to life, inspiring a more consumer-centred approach across communications, visual identity and product teams.

Approach

We used surveys and K-means clustering to identify attitudinal profiles, then conducted ethnographic interviews with people from each profile to explore their motivations, habits and relationship with the brand. An internal workshop aligned the team and helped it take ownership of the findings.

Outcome

We developed cultural customer archetypes that now guide product development, communications and brand experience through a truly consumer-centric approach.