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Conducting a survey segmentation of your audience may show that you really have three distinct audiences inside of one, or help you take a set of eight audiences and see that there are really only five you need to focus on. Segmentation takes one large group and breaks it down into smaller groups with something in common. Go beyond learning that your audience leans female and younger and get deeper texture into why they are a core target and what drives their decision-making.
Challenge
Based on life-stage research, securing a strong relationship with Gen Z is crucial for the future consumption of milk. Ensuring healthy future milk volumes among this cohort is vital, emphasizing the need for research to understand Gen Z views on dairy and plant-based alternatives for effective communication strategies.
Approach
Conducting 20 in-depth interviews and 8 triads online, this qualitative approach explores how Gen Z discusses dairy independently versus with peers. Respondents completed collages representing their thoughts on milk and plant-based alternatives, identifying food trends and sharing insights on where they seek food-related information. Conversations covered past and present experiences with dairy and alternatives, along with perceptions and those of their friends.
Results
This research provided valuable insights to DFO by uncovering current perceptions, motivations, and barriers for both dairy and alternatives. It explored momentum, impact of broader food trends, identified key equities for each dairy category, and determined influential channels for food/dietary choices.
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