In Kuala Lumpur I explored the snack-culture of Malaysia. On the basis of in-depth interviews and research-tools we revealed the deeper needs, emotions and actions which led to concrete ideas on how to fill the needs of one specific target group. Moreover, our collected quotes helped the company to hit the right tone of voice and could translate this easily in a clear and effective marketing slogan.
A mealbox company I worked for only used its own, already existing data to adapt its product. To increase a client base however, it is essential to know who exactly is the end user. Reviewing the responses on a questionnaire and analysing sales-data is insufficient.