Getting to know Wonder Woman

Date of publication: November 8, 2012

Company: BrainJuicer

Author: Chris Jones

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.

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