An online video content company hired Hunter to find out: What motivates a man to start a new “brand relationship” irrespective of his existing brand loyalties? What path do men take to get to the actual
purchase of a brand? And when in the process can messages from brands have the biggest impact?
Before diving in, we talked to the experts in the field: brand marketers at Heineken, Nivea and Pepsi. Based on this, we designed a 1-week online discussion panel followed by ethnographic interviews and shopping trips with men in San Francisco, Orlando, and Chicago.
Out of the aisles emerged a four-step journey that men take from awareness to preference: Exposure>Education>Experimentation>Eureka. With different tools (TV, search, social media) being used at different steps, we were able to confidently recommend a multi-channel strategy for CPG.