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Usage and Attitude Study


Usage and attitude study on behalf of British sweet manufacturer Swizzels Matlow. The study spanned adults mainly buying sweets for their children as well as the children themselves (6-15 year olds).


Two separate customer segmentations were carried out as part of the study, one with adults/parents and one with children. This painted a rich tapestry of varying consumer tastes, need states and preferences. We also created a detailed brand map clearly showing how Swizzels Matlow is perceived by customers in the market place in relation to key competitors.


The results were distilled and presented directly to the company board of directors in a succinct and impactful report with clear and actionable recommendations for the marketing team.

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