Client: Pepsi Sierra Mist
Project Type: Consumer Insights Workshop
Assignment: Develop and facilitate improvisational exercises for a qualitative consumer workshop to unlock emotionally charged concepts that are unique to the soft drink category.
Approach: Designed and moderated improvisational exercises to "play" with consumers in an interactive three-hour, research discussion co-led by brand planners. The intention of the design was that the more creative, inspired and innovative the research, the more creative, inspired and innovative the outcome.
Juice's strategic direction and improv technique dug below the surface and unearthed rich imagery and the emotional roots of a product benefit. It is doubtful that traditional consumer research could yield such results. At the end of the process, I felt entertained and most importantly, enlightened.
—Scott Allison, Strategy