Challenge: To understand ‘in the dating moment drivers’ of product choice along with the perceived role of category and cross category offerings and brands in delivering desired personal grooming benefits.
What we did: idstats designed a five step, three market study to understand dating behavior among millennials as well as factors that affect youth relationships.
This comprised of ethnography- traditional and mobile, social visits and in-depth interviews. This captured the trend-sensitive attitudes of youths, grounding the study within the cultural context of their social life.
Results: Significant implications for ‘innovation’ and ‘go to market teams’ to create the brand blueprint for the future.