Etos
How Etos uses community research to increase market share among Millennial Mums
Case Information
Etos aims to increase its market share among Millennial Mums. This is a dynamic target group that is difficult to reach. This group of pregnant women and new mothers is constantly evolving, and there is significant competition within the sector, both from physical stores and online.
The Question
Etos wanted to understand the thoughts and behaviours of these (expectant) mothers to strengthen and expand their market position.
- What does Etos do well?
- Are there areas for improvement?
- Which aspects should they strengthen to maintain and expand their own identity?
Through research in our Research Community, it was possible to gather these insights. This helped Etos understand how to attract these Millennial Mums.
The Challenge
Standing out in a crowded and competitive cheese aisle.
The French cheese market is competitive. The wide range of products means consumers see many options and must quickly decide which product suits their moment and need.
Additionally, the aperitif segment was under pressure. Due to rising prices, increasing competition, and a strong focus on price-value, Apéricube needed to clearly communicate what the product offers.
For Bel, the challenge was therefore clear: the packaging had to immediately communicate the generous portion and the shareable nature. Moreover, the winning claim had to be quickly recognisable, easy to understand, and consistent with the brand’s positioning.
The Approach
Why this was harder than it seemed.
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Challenge
Een van de mogelijkheden is het laten doen van een challenge opdracht. Dit is een uitdagende opdracht waarin de creativiteit van leden aangesproken wordt. Inzendingen kunnen bestaan uit tekst, foto’s, video, collages en worden beoordeeld en aangevuld door andere leden. In het geval van Etos vroegen we community leden: Wat Etos kan doen om mensen vaker te laten komen? Daar zijn hele leuke ideeën uit voortgekomen. Er is iemand die een hele nieuwe themahoek heeft uitgewerkt.
Stepboard module
Voor dit community onderzoek hebben we ook gebruik gemaakt van de stepboard module. Deze module maakt het mogelijk om leden een aantal vragen in een chronologische volgorde voor te leggen, zodat je de controle houdt over de structuur van de discussie. Hier hebben we de drivers en barriers voor Etos en haar concurrenten uitgevraagd.
<span data-metadata=""><span data-buffer="">the result
<span data-metadata=""><span data-buffer="">What were the results?
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In practice.
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