Johnson & Johnson
Challenge
Understand middle-income consumer motivations behind store choice during economic recession and recommend products, groupings, and marketing that engages and attracts new customers.
Approach
Use intercepts, group games, home visits, and shop-along observations, to determine customer and prospective customer values and expectations around the brand, the experience, and products.
Results
The insights and deliverables led to a national quantitative research study validating the qualitative research and driving more targeted marketing campaigns, product placement and supply decisions.
