What was the problem?
It was really important for this advertiser to get under the skin of one of their key target audiences to find out exactly what they’re like:
What really happens in their social lives and big nights out?
What are their hopes and aspirations, and how will the segment ‘grow up?’
How exactly do they spend their time? Where and when should marketing communications connect with them?

What did we do?
Mini friendship groups held in respondents’ houses in London and Manchester
For a week or two after that, they took lots of photos and filled in books / dossiers about their lives
We met up again, interviewed them about their books, and then went out clubbing with them!
We filmed and recorded the whole thing, and then edited the footage into a DVD

So what?
It gave us a visual record of all kinds of facets of lifestyle which just aren’t present on the quantified segmentation!
We now identify and understand there are lots of ‘high-energy’, non-traditional opportunities to connect with these guys
It has brought the segment to life and enabled richer understanding – the DVD is a great help for idea generation