The challenge

SPIN was working with their client to introduce a new product and needed the necessary consumer insights to develop the right strategy

1. Learning & understanding the target audience

As Spin Communications was developing a campaign for a new product launch, they wanted to understand their target audience better, the  awareness of the audience for the product category, their perceived benefits of the product and ultimately, understand their overall purchase behaviour

2. Pandemic rendered uncertainties to run traditional focus group

While conducting focus group discussions would help with taste testing and product feel, the COVID-19 pandemic meant that this is no longer feasible. The focus then became more to uncover consumer insights for the marketing campaign, which is predominantly online. Hence, an online survey would be the most representative

3. Cost and time concerns amidst the pandemic

With a growing list of uncertainties, cost and time were main concerns. Additionally, sourcing for a legitimate audience to run the research was already a challenge, more so during this period when people are mostly unreachable since they are working from home