eting communications. Pepsi ColaPepsi needed a realistic and strategic understanding of the teen population to help guide its product development and communications strategies. They designed an approach that looked at teens the way they look at themselves. They sent cameras out to hundreds of teens, asking them to photograph their lives as they really are. And interviewed friends together, asking them about their dreams, fears, cares and concerns. They also talked to experts who built careers understanding the teen psyche, and visited common teen hangouts, observing how teens acted when away from adults. As a result, Pepsi were able to create a model that accurately explains the five main types of teenagers, tracks their relative influence over time, and accurately predicts how trends move through the teen population. Pepsi used the model and teen learnings to ensure that their perspective on teens was always up to date. Their research continued beyond this initial project to become an annual study of teen culture and behavior. Schick/Wilkinson SwordSchick/Wilkinson Sword had developed an innovative, three blade disposable razor and needed worldwide feedback from consumers to help refine packaging. In depth qualitative research was conducted in the US, France and Japan to explore packaging communications. Research participants were asked to sort existing razors, both disposables and systems products, to help illustrate how they perceived the product. The respondent sort results indicated a high performance product with the convenience of a disposable razor but the efficiency of a systems razor. Following the qualitative phase, quantitative face-to-face interviews were conducted in the US to provide Schick Management with consumer-based feedback on two new package design systems. The combined research methodologies helped Schick to understand consumer perceptions of the product. The research helped inform about colors, icon usage and t...
