Identify Personas for Cross-Team Use

W5 partnered with a leading CPG client of refrigerated, heat-and-eat dishes to bring to life a target consumer segment via Personas. To maximize impact and usability of the resulting Personas, the client sought to engage its agency partners and internal stakeholders in the research process and resulting strategy.

Approach

W5 conducted an Online Discussion with Mobile Shopping Exercises and Virtual Follow-Up Interviews to explore segment members’ attitudes and lifestyles, including contexts for consuming heat-and-eat sides. To ensure the client and agency partners’ needs were represented, W5 employed a series of dedicated touchpoints to encourage involvement. These included dedicated kickoff sessions with each stakeholder team, daily debriefs during fielding, and a final on-site workshop with all teams to cross-collaborate on Persona development.

Results

W5 developed a series of Personas providing a 360° view of the consumer segment, from general lifestyle behaviors and belief systems to more specific habits, such as social media usage and needs, technology adoption, media content consumption, and key product touchpoints. Insights were packaged as a Personas Playbook, Fact Sheets, and Highlight Reel the client and its agencies could utilize to inspire media and advertising campaigns, product branding, and product innovation.