Illuminating Customer Segments
Diaries, interviews, and super sessions within the quick service restaurant industry
Situation
The brand management team needed to deepen their understanding and bring to life three valuable and under-served target groups discovered in a segmentation study. They also needed to identify the key opportunities that would drive incremental visits and spend within each target group.
Process
Using a hybrid of qualitative research techniques, we helped the client deeply understand their three customer segments. Diary techniques, online boards, and ethnographic interviews were used to paint a rich and differentiating portrait of attitudes towards eating and restaurants, and lifestyle characteristics for each segment, including with whom they visited, as well as what, when, where, why and how they purchased items.
Insights
Super sessions, a co-creation approach in which both customers and senior leaders from the brand participated together in intense facilitated sessions, allowed the brand team to interact with customers in a safe and transparent environment conducive to sharing both positive and negative ideas. These sessions identified numerous opportunities for growth.
Impact
The results were packaged in an easy to digest format that helped new employees and senior leadership alike. This included relevant images, engaging stories, and high-level graphics along with a series of videos. These outputs served to engage the rest of the organization and several opportunities for growth have already been implemented.