Rubicon, a much-loved exotic drinks brand in the UK, recently asked themselves a question that will sound familiar to many businesses globally: “how do I stay relevant to a new generation of consumers, and ensure they feel connected to me as a brand?” Rubicon was keen to learn more about the British Asian millennial audience. Were Rubicon’s communications still relevant to this group? And was their proposition still valid? To get their answers, they came to the research team at Pulsar. At Pulsar, we use social media data alongside other sources to understand audiences. For Rubicon our research design fused social data and qualitative research via WhatsApp communities to figure out what drives this particular millennial audience.
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