Can Consumer Insights with additional marketing activities double the size of a target market?

The boom of e-commerce has meant consumers have so much more choice when it comes to any product they want. This explosion of options creates a wealth of valuable consumer insights for brands to understand. The product categories that have seen exponential growth in such choices are foods, beverages, and personal care items like skincare and haircare.

As smaller, more agile brands enter the market, catering to the needs of every consumer segment, larger brands are forced to continuously recruit new consumers into their franchises. However, this requires a deep understanding of consumer insights to be successful.

One large beverage brand had a different way of approaching this business question through the lens of consumer insights. While they were focused on driving consumption among their loyal users, what would it take to convert their causal users to be more loyal to the brand?

When they used Graphene AI, they may have expected to find new flavors, new messages, and more. However, the experienced domain experts in Graphene AI worked with the brand to structure the analysis around a simple question focused on consumer insights: what additional marketing elements were needed on top of what was already being done, to increase the traction among the casual users?

The AI did a broad-based analysis of loyal vs casual users, and our domain experts reviewed the data and delivered a surprising set of actions for the Brand, all based on the rich consumer insights gleaned from the analysis. Which was precisely TWO additional things that had the biggest impact. One was a specific celebrity who had disproportionate appeal amongst the casual users, and the other was a specific point of consumption where the casual users were not finding the brand.

The marketing team in the brand never imagined doubling the market opportunity would be that simple, thanks to the power of consumer insights revealed by Graphene AI.