Deeper Dive into a Target Segment
Using a Digital Community to Bring a Unique Consumer to Life
A major beer and spirits company was seeking to bring one of their target segments to life and make them more actionable. They reached out to Vital Findings to add context and color to their quantitative dataset and understand who the segment really is. Vital Findings invited 40 participants to share their aspirations, values, and struggles in a two-week online community.
To uncover the deep-rooted values of the segment in an engaging and compelling way, we developed a series of reflective activities, photo shoots, and collage exercises. Our immersive report and video snapshot gave the feeling of “being there” with the consumers.
Our research was hugely successful and actionable for both the brand and its ad agency. It serves as the foundation for a multi-year campaign platform and has inspired multiple brand initiatives.