A frozen seafood company wanted to grow the category through educating and inspiring less experienced seafood consumers. They developed a digital service to impact the point of purchase, either at-shelf or ecommerce.
- Installed marketing vehicles in-store and conducted observation + intercepts along with mobile shopalongs to understand in-store impact.
- Conducted virtual IDI’s/shopalongs with e-commerce shoppers to understand the impact in that environment
The methodology delivered in-depth insight both on the mindset of shoppers in that moment, the impact of the marketing execution, and delivery/UX of the digital service. Particular nuance was uncovered through the in-store observation.