CASE STUDY

PEPSICO

HMG conducted a massive study for PepsiCo Inc. to gain a deeper contextual understanding of African-American shoppers.

OBJECTIVE:

Between September 2009 and April 2010, HMG conducted a massive study for PepsiCo Inc. The study was conducted in three phases:

  • Qualitative: Conducted focus groups to uncover insights and provide direction for quantitative.
  • Quantitative: Utilized a blended sample of on-line and telephone interviews among 2000 African Americans and 1,000 Caucasians.
  • Ethnographies: Drill down into the biggest and best growth targets via in-home interviews and shop-a-longs.

METHODOLOGY:

The purpose of the study was to help a deeper contextual understanding of African-American shoppers in the following key areas:

  • Shopping motivators and behaviors around 15 PepsiCo food and beverage categories
  • Retailer perceptions an preferences
  • Value
  • Health and wellness
  • Black Culture

DELIVERABLES:

Delivered a comprehensive report and presentation that included:

  • A meaningful statistically projectable set of Black insights
  • Health and Wellness mindset segmentation
  • Shopper segmentation
  • Projectable algorithm
  • Additionally, HMG provided well filmed, keenly directed and edited video clips and a video gallery of targeted consumers shopping, discussing health and wellness, black culture and relevant methods for connecting with them.