Introduction and Background
The Grass company was invited to conduct consumer research studies through interviews and focus group sessions to collect insights and give recommendations that would inform Red Bull’s marketing strategy for their target consumers in the regions of Nairobi. Mombasa, Kisumu, Eldoret and Nyeri.
We administered an initial online questionnaire through our online platform WAYO, accompanied by CATI phone interviews to seek feedback quantitatively from a pool of youth consumers in the 5 regions engaging a total of 500 consumers.
We then facilitated focus group workshops with select grasses from the target market segment across the 5 counties to unearth key insights that helped develop a marketing strategy for the client.