United Biscuits required input into the development of the ‘Bonkers about Biscuits’ campaign, in particular they were keen to see how consumers interacted with the micro-site which was a key part of the campaign.
Join the Dots conducted a multi-approach study to understand consumers’ requirements from a promotional campaign. By using innovative ways of getting closer to consumers, we were able to illicit both group and individual responses to the campaign.
We were able to help United Biscuits demonstrate to stakeholders how consumers responded to the campaign through the development process. In particular the use of vox pops and video footage of interaction with the promotional website ensured that the voice of the customer was upmost in the minds of those developing the campaign.
For more information, including a copy of a Conference Paper from the recent MRS Retail Conference, please contact Paul Child