When category and brand sales continue to soften, something needs to be done to reverse the trend.

Methodology magic

  • Conducting an ExtremeExchange®, with 3 segments of consumers, client/Agency stakeholders, and 4 heads up moderators all in the same room.
  • Discovering attitudes towards the category and the Brand, contrasting the beliefs and behaviours of heavy users, vs. light users and lapsed users. 


Uncovered a category-damaging insight the client team had not been aware of.
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