Our first step was to filman ethnography with Dawna Nye, a brand loyalist in our target demographic. Later, we got some of her friends together for a “friendship group” where we gained further insight into their perceptions of Paceand other salsas. Using activities like a picture sort, bubble captions, and positioning statements helped us narrowdown our qualitative research. As we went back over the film and shared the insightswith the rest of the class, we were able todevelop a strategy that we believed would resonate with the target audience.
"I like the brand I've got.""Indifferent.""Looks good, I'll get it if it'son sale."