Driving Brand Equity
A look inside our research with Frito-Lay that examined the minds and emotions of American snackers.
The Challenge
When the Lay’s brand faced the challenge of creating a powerful connection with their brand beyond product attributes, we leverage our expertise in mind science to understand the deeper, emotional frames of Lay’s consumers. The goal was to explore and understand a connection with the brand that was far deeper than the beloved product attributes: light, airy, and crispy.
The Methodology
Our patented and pioneered methodology, the Zaltman Metaphor Elicitation Technique (ZMET), allows us to go beyond the surface and illuminate the full complexity of the human mind. As the industry leader in behavioral science, we leveraged our ZMET technique to deeply understand the unconscious beliefs and behaviors that impact decision-making.
