bringing stakeholders and consumers together to develop powerful messaging
by: Andrew Turner
Our client was developing a proposition for a skincare product aimed at Millennials and wanted to uncover the superiority and ingredients stories that will drive interest amongst the target audience. Our research needed to create a guide for stakeholders on how to execute the launch of the collection in both comms and in-store. Since the budget was tight but there were many stakeholders engaged in the project across the company, we used a co-creation style approach to explore the topic deeply with very engaged Millennial consumers.
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about the author
Andrew Turner
As PLAY’s Associate Director, nothing pleases Andrew more than getting to the “Why” of people’s claimed behaviour. With a background in Social Psychology and a 16-year research career spanning FMCG, services and social territories, his key belief in any project is to "tell you what you need to know, not just what you want to hear". Aside from being our sensory expert, Andrew is an avid foodie and loves to wet a line at the nearest stretch of water. He’s also a musician, having once been the lead singer in a metal band.
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