Teen min-groups
Intercepts
| O B J E C T I V E |
| Lipton was interested in better understanding the impact that Generation Y would have on its core food businesses. |
| E X E C U T I O N |
| We conducted a series of mini-groups in four markets using peer-to-peer recruiting to cover a series of questions on lifestyle, eating habits and specific food category and brand choices. This information was supplemented with teen intercepts in a number of markets. |
| R E S U L T |
| The findings were presented in a long learning tape and a series of tape segments for use with a PowerPoint presentation separately prepared for Brand Management. Lipton Foods feels that it is now ahead of the curve in its understanding of the needs and wants of teens today. |
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