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Wrigley used Consumer Research to target the right consumers with the right product
Wrigley needed to create consumer profiles for individual products and variants to ensure that its social media campaigns and advertising were targeting the right consumers with the right product.
The brand team wanted to dig deeper to identify its core consumers and uncover whether there was any correlation between particular flavors and consumers based on various socio-demographic data points to understand who consumes which products. On a more granular level, the team also wanted to explore the core drivers for purchase along with consumption frequency, usage, and favorite buying channels.