The brand seemed to have lost relevance and therefore, suffered an alienation from core category franchise. This was because of excess focus on flavours, instead of the core beverage intrinsic platform. The need was to reinforce the intrinsic core, to win back lost franchise.

A Concept-cum-Product Test was conducted, to evaluate the new communication and 3 formulations developed to reinforce the brand’s intrinsic core

Focus on understanding the “why” was emphasized by the Client and therefore, we ensured that adequate probes were included that would be coded by the researcher. A central location test was conducted. Product improvement cues, if any, expected as a derived outcome.

The communication needed some more work, to capture consumer attention – the tested Concept failed to provide adequate details on the 3 formulations, in terms of how they were designed to address core needs from the category.

2 of the 3 formulations were ready for launch. The third formulation was deemed ahead of its time in the market that had been exposed to flavoured variants for long. The taste and appearance profiles were stronger than present taste palates. We recommended a delayed launch of this formulation, as consumer attention was brought back to category core intrinsics through the other 2 formulations.

Exploring music among teens & young adults in Iraq.

A qualitative approach – digital ethnography followed by focus groups to explore the lives of teens & young adults in Iraq & the role of music in their lives.

Design: A week long digital ethnography helped capture their music choices as they were listening. It also helped get audio/ video files, their playlists, etc. The focus groups were used to further build on the digital ethnos & understand reasons behind the kind of music they listen to. The study was conducted across Baghdad & Irbil.

The research was able to bring to life the circumstances under which the youth of Iraq lead their lives & the kind of music that connects with them. The impact of the recent past has had a huge influence on the music genres they listen to.

The insights were able to help the client plan the genres of music they can promote to help bring back hope into the lives of this young audience.