Mobile Diaries

Research Objective:

A well-known chocolate brand wanted to go beyond traditional market research. They aimed to truly understand how consumers interact with their products in real-life settings—capturing the emotions, habits, and rituals tied to chocolate consumption. The goal was to uncover authentic insights that could guide product development, marketing strategies, and customer engagement.

Our Approach:

We recruited participants across India for an immersive 10-day research project that engaged them in a dynamic, personal exploration of their relationship with the chocolate brand. The process was both fun and insightful, allowing participants to share their experiences naturally.

• Day-to-Day Observations and Deep-Dive Reflections:
  Participants were asked to record short, 2–10-minute videos over ten days

focusing on key moments:

1. The Lead-Up: Capturing the thought process before deciding to eat the chocolate—what triggered the craving, emotional cues, and internal debates.
2. The Moment Itself: Filming the actual experience of eating the chocolate, from unwrapping to enjoying it, in their usual environment—whether at home, in the car, or even lying in bed.
3. The Aftermath: Reflecting on how they felt after eating the chocolate, including mood shifts, satisfaction levels, and how they stored any remaining chocolate.

The Impact:
The research provided the client with rich, authentic insights that went beyond surface-level data. This helped in:

• • Enhanced Product Development
  • Targeted Marketing Campaigns
  • Stronger Customer Engagement