Praxis Research Partners

Client Goal:

Increase purchase and consumption

Realities:

Client was hoping to reach a broader audience by expanding and increasing purchase frequency beyond holiday and formal gifting occasions. Company felt that the brand could be repositioned as an every-day indulgence along the lines of premium coffees, ice creams, etc.

Praxis Strategy:

Praxis conducted an online research project among 2,000 “premium indulgers,” consumers that regularly indulge themselves and others with items such as premium coffees, wine, music, ice cream, chocolates, etc. The program was supplemented with 500 customers from the company database.

A latent class segmentation was conducted based on indulgence needs and attitudes that drive behaviors.

With a customized research approach, Praxis combined latent class distinctions with traditional segmentation to examine derived needs as well as attitudes, behavior and demographics.

Measurable Results:

Praxis was able to identify and characterize five distinct groups, zeroing in on three with the highest potential for increased premium chocolate consumption, particularly in self-indulgent and casual sharing situations. The study also identified an umbrella positioning platform that spoke to all segments and allowed for customization within segments.

As a result of this customized research, the company revamped its marketing strategy to better reach defined target groups.

Based on results, the client is considering introduction of a new product line to be distributed through high-end supermarket chains—a significant shift from past marketing strategy.

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