Refining Brand Architecture for a Global ARTD Beverage with Yabble’s Virtual Audiences
Key Outcomes
Speed:
The project went from brief to final delivery in under two weeks, a fraction of the time required by traditional focus groups.
Cost-effectiveness:
The AI-driven approach cost only $3,000 for segmentation and focus group creation, significantly less than traditional methods.
Workshop acceleration:
The unique overnight feedback loop enabled tangible “builds” on the brand architecture, pressure-tested with consumers in real-time.
Background
A well-known Alcohol Ready-to-Drink (ARTD) beverage brand sought to refine its brand architecture for Gen Z consumers across eight priority markets. The brand wanted to deeply understand the human tensions, needs, values, and truths shaping Gen Z’s drinking behaviors and test new product and brand language that could resonate globally while adapting to local nuances.
Objectives
The project had four key goals:
- Refine brand architecture by exploring Gen Z’s needs, values, and cultural truths.
- Test and validate brand language and concepts using AI-driven focus groups representing Gen Z consumers.
- Gather insights from eight priority markets to ensure relevance across diverse geographies.
- Enable real-time adaptation of brand strategies during a live workshop, informed by instant AI persona feedback.
Approach
The brand partnered with Yabble and utilized Yabble’s Virtual Audiences, leveraging AI Gen Z focus groups to achieve speed, depth, and global reach. The process included:
48-hour turnaround
Initial segmentation and insights were delivered in a workshop-ready format within two days.
Iterative focus groups
On workshop day 1, participants built and refined brand architecture concepts. Overnight, these builds were tested with AI focus groups, and the feedback was incorporated into day 2 discussions.
Real-time refinement
Brand teams could adjust their strategies live, testing changes with AI focus groups overnight for immediate iteration.
By using Yabble’s Virtual Audiences, the beverage brand:
- Validated and refined its global brand architecture with speed and precision.
- Reduced research costs while maintaining robust, multi-market insights.
- Empowered its marketing team to make informed decisions instantly, ensuring the brand remains culturally relevant and future-focused for Gen Z consumers.
