Abstract:

How mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour is illuminated by allowing stories to unfold rather than pre-framing the context. in a recent project with Kellogg's, BrainJuicer successfully used these approaches to create engaging insights for the Special K brand. Kellogg's knew that in order to unlock penetration growth, it would need a more emotional communications and NPD strategy for its target segment. By using mobile and digital platforms, BrainJuicer helped Kellogg's gain a deeper understanding of the role Special K could play in the target group's lives and discern insights that would inform the 2013 brand planning process.