Ethnographic Analysis: Gaming and Sweet Snacking Insights
This ethnographic analysis delves into the cultural aspects of gaming and sweet snacking, decoding consumer beliefs, motivations, and demographics. Uncover the iceberg model of meaning and key trends in this space.
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Presentation Transcript
Summary of ethnographic analysis Gaming and Sweet Snacking
SOCIAL MEDIA ANALYTICS Direct conversations about a topic SOCIAL MEDIA ANALYTICS Direct conversations about a topic METHODOLOGY Using machine intelligence + PhD Anthropologists, we conduct an observational study of consumer language to decode beliefs. SCALE Our engine scrapes data from (and studies) more than 20M consumers between the ages of 18-74 each monthNOTE: For global analysis, check our support portal for any limitations in data and representation. 2 ANTHROPOLOGY Direct and Indirect contextual conversations about a topic BY ANALYZING THE ASSOCIATIONS OF THE ASSOCIATIONS WE DISCOVER THE FORCES OF CHANGE REPRESENTATION It's 2022! We have no problem finding a representative sample of consumers between the ages of 18-74 in the western world. However, nothing is perfect. We do allow for approx 4% margin of error in demographic reporting.
Gaming and Sweet Snacking How relevant is this space? Relevant to 81.5M people and growing by 12.6% over the next 12-24 months. 3 This culture has just reached its tipping point. This means consumers have only recently developed a clear sense of what they want in this space but there is still room for change.
Who is the consumer behind this culture? Motivations & Demographics Motivation They want to live life to the fullest. They are motivated to extract the maximum out of every single moment in their lives. To achieve this, they rely on the right tools (food, electronics, clothing, automotive, banking, personal health, etc.) to enable a lifestyle of always being connected with their social circles and the city around them. 61% of the audience falls into the following Family Type categories: couples without children, couples with children, other 25% of the audience falls into the following Education Level categories: educated 4 46% of the audience falls into the following Age Bracket categories: 18-20, 35-44, 45-54
Set up: Iceberg model of meaning This is our context. It's the part of the iceberg that s visible to us all. Consumers in your marketplace will have no trouble talking about this macroculture when asked questions about it. But their responses will tend to be logical and framed. MACROCULTURE implicit meaning line This is the most dangerous or valuable part of the culture where core beliefs are held. These core beliefs are hidden from plain sight and drive the consumer's decisions. People will often have a very difficult time articulating these beliefs and that is where observational research is key. CORE BELIEFS This is the least dangerous part of the culture. That is, these manifestations are current ways in which the consumer's beliefs manifest out in the market. This is also the part of the culture that changes the most because manifestations are behaviors that change and evolve quite often as new technologies and solutions are launched. CURRENT MANIFESTATIONS
These are the core beliefs that define the consumer in the context of Gaming and Sweet Snacking 1. Representing Authenticity Gaming and Sweet Snacking = embracing their unique tastes and personalities to show they're real gamers. 3. Sour Focus Gaming and Sweet Snacking = powering their gaming experience with the puckering hit of sour flavors. 5. Embracing Nostalgia Gaming and Sweet Snacking = bringing their inner child to life through the power of sweet nostalgia. 6 NEW IDEAS EARLY CONSENSUS 2. Strengthening Connections Gaming and Sweet Snacking = nurturing bonds through fun treats and games to keep close ones together. 4. Sweet Stress Release Gaming and Sweet Snacking = finding the sweet spot between indulgent snacking and gaming to relieve stress without fueling dependence.
1. Representing Authenticity Core Belief Core Belief Gaming and Sweet Snacking = embracing their unique tastes and personalities to show they're real gamers. Current manifestations of this belief Consumers are coupling unique Asian sweets and games to express their appreciation for the rich history of a gaming culture heavily influenced by the East. They see unconventional sweets as an extension of their unconventional taste in games, showing that they make choices authentically rather than following the crowd. They feel inspired to create their own video game-inspired candy mixes to snack on while playing building games (i.e., games where they can build their own worlds and levels). 7 They think opting for gamer drinks with unique candy flavors known and loved by other true gamers pledges allegiance to the community as they play.
2. Strengthening Connections Core Belief Core Belief Gaming and Sweet Snacking = nurturing bonds through fun treats and games to keep close ones together. Current manifestations of this belief Consumers think the comfy and cozy vibe in board game cafes makes for the perfect laid-back space to enjoy some friendly gaming over tons of cool and comforting sweet treats. They talk about how sweet snacking while gaming with their partner helps them focus on collaboration over competition in their games and relationship alike. They use candy to defuse competitiveness and create a more uplifting atmosphere when playing versus video games with friends and family. 8 They're gamifying snack time with sweet treats that get the whole family excited for some fun and friendly competition.
3. Sour Focus Core Belief Core Belief Gaming and Sweet Snacking = powering their gaming experience with the puckering hit of sour flavors. Current manifestations of this belief Consumers discuss using sour candy flavors for a jolt of excitement that preps them for the next match after a disappointing battle or during downtime between rounds. They think balanced sweet and sour flavors with a tinge of citrus give a slow-release attention boost that sustains focus while gaming. Relatedly, they think activating all their taste zones with salty and sour candy combos intensifies their focus when gaming by keeping their senses and minds constantly stimulated. 9 They're seeking sour, sweet, and spicy flavor combos to snack on to further heighten their senses and take their gaming to the next level. They look for low sugar sour treats, so they can get the focus-boosting benefits of the lip-puckering flavor without excess calories while sitting and gaming.
4. Sweet Stress Release Core Belief Core Belief Gaming and Sweet Snacking = finding the sweet spot between indulgent snacking and gaming to relieve stress without fueling dependence. Current manifestations of this belief Consumers are boosting their mood after a hard day's work and enhancing relaxation by snacking on chocolatey treats while gaming. They're giving in to their sweet tooth by sipping on sugary drinks while playing board games with friends to stack the dopamine hits of gaming, socializing, and sugar. But they worry that excessively indulging in gaming and candy both lead to addictions, so they look for healthier sweets and games that are less habit-forming. 10 They look for intense flavors when playing stress-relieving games to help their frustration fizzle away faster.
5. Embracing Nostalgia Core Belief Core Belief Gaming and Sweet Snacking = bringing their inner child to life through the power of sweet nostalgia. Current manifestations of this belief Consumers talk about how childhood favorite sweets reignite the spark of childlike joy required to be creative in builder games. They feel inspired to go back in time and escape reality by playing vintage-style board games and eating classic candies to transport themselves to a time before modern gaming tech. They're watching nostalgic gaming streams while snacking on candy packs to reminisce over their favorite childhood gaming moments and take their minds off stress from work. 11 They express how snacking on retro candy flavors while playing retro games helps them relive those sweet, nostalgic memories as video games continue evolving.
Your action plan It's time for some homework Mid term opportunities Short term opportunities Gaming and Sweet Snacking = embracing their unique tastes and personalities to show they're real gamers. Gaming and Sweet Snacking = nurturing bonds through fun treats and games to keep close ones together. Gaming and Sweet Snacking = powering their gaming experience with the puckering hit of sour flavors. Gaming and Sweet Snacking = finding the sweet spot between indulgent snacking and gaming to relieve stress without fueling dependence. Gaming and Sweet Snacking = bringing their inner child to life through the power of sweet nostalgia. Core beliefs DNA Current manifestations of core belief Product DNA (In what ways is your product delivering against these beliefs?) - - - - - Brand DNA (In what ways is your brand delivering against these beliefs?) - - - - - Future manifestations of core belief Product DNA (In what ways could your product deliver against these beliefs?) - - - - - Brand DNA (In what ways could your brand deliver against these beliefs?) - - - - -
