The Need
A leading global toothpaste brand wanted to refresh its target audience through a segmentation, and the marketing team needed to know everything about their new audience and sub-segments – from how they parent and communicate with each other, to how they think about natural and personal care products. We faced an added challenge of immersing an entire department into in-home research as if they attended it themselves.
Our Approach
Opinium conducted and live-streamed 16 in-home ethnographies with families, exposing deep insights that go beyond personal care. We uncovered how these segments approach ups and downs of daily life, how they define and celebrate success, their challenges, and their aspirations. We spent time observing how participants interacted in the comfort of their living room, developed observer immersion activities, captured image and video artifacts of rooms and shared spaces, and in their bathrooms, talked about preferences and challenges when it comes to personal care.
The Outcome
These sessions provided our client with a deep, holistic understanding of who their audience is at their core. Recordings were clipped into a 10-minute ‘Executive Summary’ highlight reel, and smaller clips were used for quotes throughout the report to truly bring these audiences to life. Reels were embedded into a comprehensive report that was used to present insights to national retailers like Wal-Mart and Target.
