From Mass to Micro Market: The Power of Hyper-Local Insights to Build Deeper Connections
Sometimes it’s easier to see the forest by first examining the trees.
In an increasingly complex and fragmented landscape, PepsiCo recognized the power of going deep with hyperlocal audiences to build richer insights and stronger, more authentic connections.
Focusing on Mexican-American consumers in two different regions of the U.S., PepsiCo and Insight Strategy Group uncovered critical local nuances to inform more tailored marketing activities with each community.
This presentation will share the deep qualitative and ethnographic approach used to connect with mass audiences at a micro level.
Speaker(s)
Wednesday, Oct. 23, 2019
3:40pm to 4:25pm EDT