A prominent breakfast cereal brand approached us with a desire to revamp their marketing approach by first understanding how consumers interact with their brand along the purchase journey. The brand aimed to develop a strategy that acknowledged the significant impact of health-conscious choices in their consumers' lives, starting with breakfast.

We looked at multiple sources of data including online discussions as well as syndicated and survey research around breakfast, nutrition, and consumer health. We synthesized this data, which allowed us to create several key consumer personas across diverse demographics with a focus on health-conscious behavior.

Several personas emerged: early risers, who use cereal as a quick and energizing breakfast option, and meal planners, consumers concerned with weight management who seek portion control. Our client utilized these findings to pinpoint best practices for tailoring marketing materials to each target audience, including nutritional messaging for health-conscious consumers.