From virtual research, to retail market
Our brief was to find an alternative to the most successful promotion that Coke had ever run amongst their key accounts…across Europe. (We like a challenge.)
We wanted to understand which promotions were driving the category and why they were engaging consumers across Europe. So we created a Virtual Research Environment on a pan-European basis.
We used ‘cultural dynamics’ for attitudinal segmentation and focused closely on two large consumer groups across Spain and Germany.
With live one-to-one consumer updates, content uploads and virtual face-to-face groups developed through a VRN panel we developed a new master ‘promotions bible’ which is live in market for promotional development and testing.
We’re helping consumers to Taste the Feeling and bring to life the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.
If you would like more information about a research or planning project, or for further information get in touch with Chloe Allan at firstname.lastname@example.org