Universal were planning for the 50th anniversary of Motown and needed a deeper understanding of today’s Motown fanbase. FRUKT were briefed to provide this detailed analysis to ensure all internal Universal teams had the latest insight available.
SOLUTION:
FRUKT organised and conducted a series of focus groups with different targets audiences. FRUKT provided detailed evaluation of the brand from the fans’ perspective including perceptions and relevance of the artists, views on the brand and insight into the historic and ongoing appeal. We also conducted live testing of product prototypes to gauge reaction, estimate propensity to buy and price points.
RESULTS:
Universal used the data to help plan the marketing product selection and subsequent marketing campaign for the Motown 50th celebrations.
