The Forgotten Research: Qualitative Insights from Zacateca’s Success

The  Forgotten power

As marketing professionals, it is safe to assume I speak for a lot of us when I say that, at first, when we originally heard about the field and based our knowledge on fictional stories, we initially believed that the marketing team with the best advertisement (the biggest, more impactful, and often more expensive ad must be the one with better results) would win in a competitive market. However, we were wrong. Marketing is not just a creative and artsy component of business; it is one that, like any other, has to provide results, making our field nowadays one that has shifted towards data-based practice optimization and almost strictly focused on measuring our decisions. Having our decisions backed up by comprehensive confirmatory market research instead of a hunch or industry experience provides value to our firm; there is no doubt that this change has been beneficial, directly impacting sales and profits. The problem? We’ve left aside techniques without hard data, those that still give us a unique perspective to understand, craft, and enlight our customers, solidifying our competitive advantage. Let’s explore The Power of Qualitative Research and how it can help us create value.

Understanding the customer beyond numbers

As a marketing consultant, I've learned that, more often than not, the most groundbreaking insights come from getting involved in firsthand experiences with the customer, where listening deeply, observing closely, and asking the right questions give us the best results. Based on my experience working with Zacateca, a premium ice cream brand in Peru, I'll show you how qualitative research can elevate your brand strategy and unlock customer loyalty.

The company approached me with a challenge that many premium brands encounter: How do we align our products with evolving consumer trends, particularly around health consciousness? Zacateca's artisanal, dessert-inspired ice creams were a big hit among consumers, but with a growing demand for healthier options, we needed to understand how customers perceived the brand in this newly developed context and how it would possibily affect the brand. I proposed to them that our first take should be techniques like in-depth interviews and ethnographic studies to engage with customers on a personal level and uncover their emotions, opinions, and motivations, those we knew were associated "somehow" with the brand. After we explored their lifestyles, tastes, and even their emotional connections with Zacateca's products, we discovered that on one side, some of the customers loved the brand for the indulgent nature of ice creams boosted by a superior flavor and wanted more options than just a quick pallete , and in the other, there were some with an increasing worry about their diet and where therefore decreasing their consumption.

Note: Zacateca product.

Two different profiles, one customer wants more sizing options, the other one wants to actually decrease consumption, what would you do?

Identifying opportunities through our Customers

The qualitative approach provided spectacular insights; customers were not attracted to Zacatecas not only by the flavors but by the brand experience, the fact of being artisanal and having local flavors distinguished them from competitors, and the novel introduction of selling filled popsicles made them Unique in the market, we discovered that Zacateca did not sell ice cream, it sold culinary experiences that can be shared with friends and family on any given day. 

Product Innovation

After 5 in depth interviews and multiple etnographic studies, our research suggested that a line of healthy ice creams that do not compromise on presentation or flavor would be benetifial and should be launched, by simply using flavors that do not require additives. As soon as this new flavors were lunched, the segment of customers who were increasingly interested in their health felt listened to and supported by a brand they already loved so much, and the company's overall sales saw an uptick, reversing the trend of slowing growth they had been experiencing. Adapting to the needs of the public also generated the launch of "Gallon ice creams" for families and friends who wanted to take the culinary experience home. Based on exploratory research, Zacateca discovered why customers buy ice cream in Peru, what motivates the purchase, and the unstatisfied needs  by the company, which meant a  great business opportunity.

Note: Zacateca launches Gallon Size option after research (2019).

BONUS TIP: DESIGNING RESEARCH WITH THE END IN MIND

There is no better way to plan a research project than with a clear vision of what you hope to achieve. I know what you may be thinking: it sounds simple, but getting your entire team to have the same idea of ​​what you want to achieve is not an easy job. With Zacateca, we defined our goal before any type of interview or ethnography; our objective was to understand if it was really profitable to launch products that satisfy the latest trends because, remember, trends do not always last forever, and many times, they do not generate money; thanks to that, the research process was clear.

Final Thoughts:

This example with Zacateca shows how, us as Marketers should always listen beyond numbers, because we will be able to build stronger, more authentic relations with our audience. For those looking to differentiate their brands, remember that qualitative insights can often be the catalyst for your next big opportunity, and I hope you keep this technique in mind in your organization from now on, because: 

“Quantitative data tells you what happened; qualitative insights tell you why it matters” - Gianmarco Chiesa

Don’t forget to check my last article: Beyond Guesswork From Curiosity to Strategy, the Power of Marketing Research.

Note: The ideas and content expressed in this article are entirely my own. They do not reflect the views or positions of any organization I am currently affiliated with or have been affiliated with in the past.