Kinship Creative
a2 Milk
The most useful research is often the research that changes the question.
Let the research show us who was choosing the product, and why.
The Challenge
The team needed a clearer understanding of why consumers were choosing a2 Milk and which audiences and motivations should shape future targeting and messaging.
The Insight
The opportunity was to stop starting with an assumed consumer story and let the research show us who was choosing the product and why.
The Strategy
Use mixed-method research to look at the decision from multiple angles and let the findings, not the assumption, set the direction.
My Role
At Kinship Creative, I led the digital strategy, consumer research and segmentation work for CPG clients.
What We Built
The program combined a large consumer survey, follow-up survey waves, focus groups, and social profile analysis.
Among the findings: consumers reported reduced stomach discomfort, many of them people who did not identify as lactose intolerant, and adoption patterns were concentrated in East and South Asian communities. These were consumer-reported research findings, not medical claims.
The Result
The research reshaped targeting and messaging priorities by giving the team a specific picture of who was choosing the product and the reasons they gave for it. Social engagement increased 38% after we optimized digital targeting and messaging against those findings.
