The Challenge:
The research focused on finding a market gap for the development of a new protein-based product. In order to do that a selective digital ethnographic study was conducted. The target group consisted of people with an active lifestyle who currently may or may not consume protein supplemented products. The aim of the research was to understand the typical consumer’s profiles in India and to find a positioning gap in the category.
The Outcome:
The research successfully tracked and validated brand's existing personas, and hence was able to identify and uncover new segments. The ethnographic study help develop a full demographic and psychographic profile of a consumer— what media he/she consumes, how he/she uses products, who he/she is influenced by, and the core values that drive him/her.
Work:
A category research of protein supplement consumers who were leading an active lifestyle, along with their digital ethnography was conducted in a simultaneous manner. This required extensive secondary research and on the basis of the initial aggregation a three level deep text mining map was developed. Mapping was done for the select sample size of the data. The ethnography was conducted for the entire digital profile of each individual and their pursuit of any activity/action towards an active lifestyle was evaluated. Also, many hygiene and quality checks were monitored continuously. At last, numbers were crunched and presentations were developed.