Discovering Consumer Narratives: MarketGenics’ Research for a Leading Tea Brand

Our client, a reputed tea brand, has grown into a beloved name over the past decade, earning its place in thousands of families across India. With its strong presence across the nation, the company continues to expand, ensuring that tea lovers everywhere enjoy an exceptional tea experience.

To strengthen its connection with consumers and craft more resonant messaging, the brand decided to undertake a comprehensive research study aimed at assessing and understanding the impact of narrative storylines. MarketGenics conducted this insightful research.

Exploring the Impact of Storylines: The Purpose Behind the Study

The research, named the Storyline Assessment Research, was designed to help the tea brand delve deeper into consumer profiles, their behaviors, and their attitudes toward tea consumption. The primary goal was to identify which of three proposed narrative storylines resonated most with the brand’s target audience.

The study aimed to:

• Understand consumer profiles, including their tea usage and attitudes.

• Evaluate the appeal, relevance, and preferences for each of the three storyline narratives among the target audience.

By gaining these insights, the brand sought to identify the most impactful storyline to enhance its messaging strategy.

MarketGenics’ Research Framework

MarketGenics conducted an in-depth qualitative research study in Mumbai. The research targeted a specific demographic group to ensure actionable results:

• Target Audience: Females aged 25 and above, residing in central Mumbai, SEC A category, who are decision-makers and regular tea consumers.

• Research Methodology: Ten Focus Group Discussions (FGDs) were carried out, with each session consisting of 10 respondents. This approach ensured that diverse viewpoints were captured while keeping the discussions focused and insightful.

Evaluating the Narratives: What the Study Covered

To achieve its objectives, the Storyline Assessment Research focused on capturing several critical aspects of the proposed storylines:

1. Spontaneous Reactions: First impressions upon hearing the storylines were captured to gauge initial emotional responses.

2. Overall Likeability and Appeal: Participants evaluated how much they enjoyed each storyline and how appealing it was to them.

3. Uniqueness: The study assessed whether the narratives stood out as fresh and creative within the tea category.

4. Relevance: The relevance of each storyline to the daily lives, values, and experiences of the target audience was closely examined.

5. Preference: Among the three narratives, participants shared their favored choice and reasons for their preference.

Conclusion: Paving the Way for Resonant Messaging

This collaborative effort between the tea brand and MarketGenics marks a significant step toward enhancing consumer engagement through tailored narratives. By listening to consumers and understanding their preferences, the brand is well-equipped to craft a powerful storyline that will not only resonate with its audience but also reinforce its position as a household favorite.

MarketGenics’ commitment to providing actionable insights ensures that the tea brand can continue its journey of delighting tea lovers with not just its blends but also its messaging.