The business problem:
The world’s largest beverage company needed to craft the brand and activational strategy – for a new category that target consumers had never experienced (or even heard of).
Traditional consumer research is simply not designed to predict real-world consumer behavior – particularly for something consumers have never seen.
We applied our proprietary measure across thousands of respondents in a dozen countries to diagnose consumer decision-making relative to this new, un-developed category. Because we measure psychology via sub-conscious factors, study respondents were able to ‘project’ onto the imagined category experience.
The findings were so clear that launch planning was accelerated within the lead market.