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Identifying key tribes shaping the sparkling beverage market
A leading beverage company sought to understand the diverse consumer tribes influencing the sparkling beverage category. The goal was to identify emerging preferences, behaviors, and opportunities to guide targeted product development and marketing strategies.
Mapping consumer tribes through AI-driven analysis
Quilt.AI conducted an in-depth analysis of social media conversations, search trends, and product reviews to uncover distinct consumer tribes. The research focused on identifying unique behaviors, values, and motivations that define these groups, offering actionable insights into their influence on the sparkling beverage market.
Leveraging tribe insights to drive market leadership
These findings enabled the company to tailor its product innovations and marketing campaigns to the specific needs of each tribe. By aligning with wellness trends, flavor innovation, and lifestyle aspirations, the brand is well-positioned to deepen engagement and capture market share in the competitive sparkling beverage category.
Understanding the tribes driving consumer preferences
The analysis revealed three dominant consumer tribes shaping the sparkling beverage landscape:
Gain a deeper understanding of your audience with Quilt.AI’s expertise in uncovering consumer tribes. Contact us today to create strategies that resonate and drive impactful growth.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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