FINDING TRUTH IN HUMAN STORIES

We bring Psychographic Mindsets to life - capturing pure aspirations, core motivations, true values and beliefs that underlie the ultimate drivers of choice for consumers

A CASE STUDY IN CONFIDENCE

THE CHALLENGE

A men’s grooming brand wanted to focus their new product innovation on confidence, but wanted to go one level deeper to define the right type of confidence for their brand.

THE UNLOCK

Through in-depth storytelling with men of different psychographic mindsets – such as a self-made entrepreneur, a danger-seeker, a social connector and more – we were able to unpack and decode confidence to identify not just one type of confidence, but 7 dimensions of true confidence.

THE RESULT

A deeper understanding of our chosen dimension of confidence inspired the development of new codes and cues which featured prominently in the brand’s new product line – and played a key role in connecting with younger, millennial consumers and invigorating the brand.
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