CHALLENGE

Google commissioned research to understand consumers’ branded versus private label shopping behaviors across life stages related to consumer packaged goods.

APPROACH

We designed a multi-methodology approach:

Online Qual Community
We recruited shoppers from across the country to participate in an online community. They shared pictures and videos of kitchens, bathrooms, and pantries to illustrate how they shop for and interact with brands .

Ethnography Interviews + Glass Shop-alongs / Affinity GroupsWe selected participants from the online community to participate in ethnographic in-person interviews. After exploring their homes, half shopped with Google Glass to record their real-time experiences. The other half did in-home group activities with family and friends to explore and understand brand attitudes and selection criteria.

Quant Based Findings from QualWe adapted the insights and consumer language from Methods 1 and 2 to validate findings in a national survey.

OUTCOME

A final presentation uncovered consumer brand and shopping mindsets, supported by media rich, edited video to bring the insights to life and inspire Google’s CPG clients.