"We can change the way consumers think but how they feel is something deeper and stronger, and it's something thats inside them. How they think is on the outside, how they feel is on the inside and thats what we need to tap into."
Exp has throughout its 26 years of operation, prided itself in its knowledge and understanding of the consumer environment. In Exp language, a consumer immersion is a Sixth Sense Audit of the Brands target audience to determine the emotional triggers they have with a brand category. It can involve doing one of the following 'day-in-the-life' deep dives:
Street Talk Immersion
Walking a day (or two) in the life of the target audience; following their everyday activities; understanding the real reasoning for the decisions they make.
Diaries
Recruiting consumers to chronicle their activities, feelings or thoughts through the day.
Storyboards
Recruit consumers to take pictures that describe a typical day in their life, creating a "what it's like to be me" storyboard.
A final tool that is used by the Exp strategic team is a "Quick Touch" survey, which uses the immediate network of our own people to interact with the target audience to ask and understand issues and decision making.
Exp undertakes an immersion into the life of the target audience whenever it is briefed to design and develop an engagement strategy, ensuring the engagement plan is relevant and involving for both the brand and the target audience.