Using AI-fuelled natural language processing, and human translation, we analysed 27,000 authentic consumer conversations covering their attitudes and behaviours, to gain a deeper level of understanding wider cultural conversations around plant-based dairy alternatives, nostalgia in food brands, communal eating culture and beyond, as well as consumer conversations around the brand, other competitors within the category and those adjacent.

In a crowded ‘snacking’ marketplace, Primula wanted to shift its perceptions away from being largely viewed as a snack by identifying untapped audience opportunities, how to engage them, and ultimately increasing product purchase frequency.

We uncovered new and extended audience targets for Primula and updated their audience segmentation with segment-specific strategies. Our analysis informed Primula’s consideration of a whole new category and repositioned the product from convenience to versatility with a behavioural economics framework.