Customer needs during COVID are continually evolving. Keeping close tabs on a brand’s target audiences is essential to ensure close alignment to these needs for customer engagement and sales growth.
For one beverage client, the goal was to understand the short-and long-term implications of the pandemic on the consumption habits of its core target of parents with younger children.
Keeping close tabs on a brand’s target audiences is essential to ensure close alignment to these needs for customer engagement and sales growth.”
Like many grocery products, this beverage company was enjoying increased sales during the pandemic. The brand decided to dig deeper into how COVID is impacting both category and brand involvement among families with the goal of building on the consumption momentum.
We designed a holistic qualitative and quantitative approach to uncover both deep attitudinal insights as well as changing behaviors:
- An online Pop-Up Community was developed to dive into how engagement with beverages has shifted during COVID. This six-week community consisted of three 60-minute online engagements among parents across the country. Parents were asked to provide pantry images of their current foods and drinks, virtual collages, stories of how family priorities have changed during COVID, and discussion of the drivers that influence changes in their beverage choices.
- A Consumption Tracker Mini Wave measured how and to what degree consumption behaviors changed during COVID, including the beverage brand itself.
The insights from the Pop-Up Community showed that the pandemic heightened the value many families placed on this beverage, while the Consumption Tracker Mini-Wave provided direct insights into how priorities around beverage consumption have shifted.
Using these behavioral and attitudinal learnings, the brand team was well-poised to develop strategic plans to strengthen its positioning and harness this consumption momentum. To stay close to its core consumers through this evolving situation, the brand team will continue to use Pop-Up Communities to refine their marketing and communications plans in the future.