The client was looking for ongoing brand tracking to monitor marketing activity along with brand health and product perceptions for Metcalfe’s Skinny Popcorn and competitors.
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Understanding where your brand sits in the mind of the customer is essential for brand owners looking to develop/improve their brand strategy. Vision One’s BrandVision provides the most meaningful brand health and brand equity measurement tool (ever!). BrandVision is a measurement tool that allows brands to fully understand how customers see brands within a market […]
The Challenge
Metcalfe’s Skinny Popcorn, originally founded by Julian Metcalfe, was bought by Kettle Chips in 2016. The Metcalfe’s Skinny range of popcorn is available in a variety of flavours and packaging sizes. In 2015 the client approached Vision One to conduct Brand Health Checks in the popcorn market to establish and track key brand metrics and KPI’s.
Research Approach
Eight waves of online consumer surveying have been conducted to map the growth and development of Metcalfe’s Skinny Popcorn over time, alongside the development of the Popcorn market.
Research Findings
Our eight waves of research have provided Metcalfe’s Skinny with useful insights into its relative position in the market amongst other competitors and shifts in its position over time. Year on year they have an unparalleled understanding of their consumers, the trends in their market, and their brand perceptions. Armed with this knowledge, Metcalfe’s Skinny are able to act where and when appropriate, ensuring a strong grip on its market.
