Our client conducted global research for a key player among tobacco manufacturing companies for their new nicotine product positioning. They wanted to tap into and build relevance to local "Ambitious Adventurers" target
A mixed-method approach:
- 7-day citizen journalism explore their take on life & values they hold onto
- followed by deep dive In-depth interviews with participants from different social cultural backgrounds.
Outcome and Project Impact
We gained in-depth understanding of Ambitious Adventurers such us their aspirations, ambitions, fears; as well as their take on freedom, overcoming challenges and connection to others.
Additionally, we mapped their key passion points and gained learnings from brands that resonate to them. These learnings helped our client to leverage the insights to better tap into and build relevance with Indonesian ambitious adventurer audience.