Challenge 
A leading snack brand came to us with an urgent need: senior leadership would be visiting one of their top markets and wanted to connect directly with consumers in their own world. The brand needed deep, actionable insights fast, without sacrificing rigor or authenticity. 

Approach 
We designed an “in the wild” program, an agile, qualitative immersion that met consumers where they live, shop, and snack. In parks, coffee shops, and homes, our team, paired with members of the brand’s senior leadership, listened, observed, and engaged. 

Our recruiting tapped into harder-to-reach audiences to ensure the conversations reflected the full mix of real-world snackers, not just the easiest to find. The design combined speed with substance, giving the client a nuanced view of attitudes and emotions in days, not weeks. 

Impact 
The immersive setup gave executives a powerful new lens on their consumers. They witnessed first-hand the rituals, tensions, and emotional connections that shape the category. 

Moments of discovery emerged that had never surfaced in traditional research rooms: what the food truly meant in people’s lives, what was missing, and how small emotional cues influence choice and loyalty. 

We captured the experience in an Instagram-style highlight reel, helping the team share key moments and “aha” insights across the organization. The reel built alignment, energized strategy discussions, and became a touchstone for internal storytelling. 

Result 
In less than two weeks, the brand gained a depth of understanding that changed how its leaders thought about their consumers. The research not only inspired near-term innovation but also reinforced the power of getting out from behind the desk and into the real world.