For the past ten years, our client, a well-known tea brand, has become a beloved name in thousands of households across the country. With a strong presence in every corner of the country, the significant and growing brand, aims to promote an exceptional experience for tea lovers everywhere. 

In an effort to connect to consumers properly, and to develop messaging that would evoke resonance, the brand commissioned a research study to explore and evaluate the effects of various narrative storylines; the research was conducted by MarketGenics. 

Evaluating the Impact of various Narrative Storylines: The Rationale behind the Study

The research titled, as Storyline Assessment Research, was developed by the tea brand to help the tea brand tune in to consumer profiles, consumer behaviors, and consumer attitudes specifically with tea consumption. The overarching goal was to evaluate which of three proposed narrative storylines would resonate with the consumer target audience of the base brand.

The goal for the study:

• Understanding consumer profiles including their tea usage and attitudes.


• Evaluation of appeal, relevance, and preference for each of the 3 storyline narratives that were proposed.

With these inputs, the tea brand was aiming to identify which storyline would have the greatest impact on the tea brand to develop the messaging strategy.

MarketGenics' Research Framework

MarketGenics undertook a comprehensive qualitative research study in Mumbai. The focus was on a defined target audience to generate actionable results:

Target Audience: Females, aged 25+, residing in central Mumbai, SEC A category, decision-makers and regular consumers of tea.

Research Methodology:

Ten Focus Group Discussions (FGDs) were convened, each with 10 respondents. This methodology ensured that a range of perspectives were explored while keeping the narratives manageable and productive.

Evaluating the Narratives: What the Study Covered

To meet its objectives, the Storyline Assessment Research explored several factors of interest in the storylines:

• Spontaneous Reaction: Captured first impressions of the storylines to capture initial emotional responses.


• Overall Likeability and Appeal: Explored how much participants liked and were attracted to the storylines.


• Uniqueness: Considered whether the storylines were fresh and creative for the tea category.


• Relevance: Considered how relevant the storylines were to the target audience's daily lives, values and experiences.


• Preference: Among the three storylines, explored which one was preferred and why.

Conclusion

The collaboration between the tea company and MarketGenics is a significant move towards enhancing consumer engagement through personalized stories. By taking the time to listen to consumers and learn what they prefer, the tea brand is ready to develop a compelling story not only to an audience it can identify with, but also to continue that familiarity and love for the tea brand in their homes. 

MarketGenics’ commitment to generating actionable insights means that the tea brand can continue the mission of delighting tea lovers through not only the blends but messaging as well.