A new segment for a refreshed brand promise was successfully identified by the brand, laying the foundations for an evolution of their strategy.
Our comprehensive approach, combined qualitative interviews with advanced AI analysis, we crafted individual personas tailored to resonate with this newly identified audience across four key markets. With the integration of AI technology playing a crucial role, advising on the optimal number of personas to ensure maximum effectiveness and resonance.
Existing segmentation data was used to synthesise the audience; the additional primary interviews validated, fleshed out and filled in the gaps for that data to create rich profiles for concept testing.