a candy with baggage
Due to confidentiality, this case study highlights one key activity—identifying core customer profiles. I'm happy to share more details upon request.
Project led while working at VRD Research.
Pastiglie Leone, a confectionery brand with nearly two centuries of history, wanted to refresh its positioning and connect with new audiences across different markets.
Through a design thinking approach, we focused on uncovering the brand’s most relevant customer profiles—insights that ultimately guided the creation of new products and communication strategies.
the first bite
The discovery phase combined qualitative and quantitative methods to capture consumer perceptions, preferences, and behaviors. We began with exploratory interviews with shop owners to refine the survey approach.
As part of a promotional campaign placing Pastiglie Leone in unconventional retail spaces, we conducted the survey to identify key consumer profiles.
Afterward, we deepened research with these segments, later involving them in co-design workshops and product testing in the next design phase.
insights
at a glance
As part of a broader, multi-phase research process, we designed a quick-turnaround digital survey, accessible via QR codes in pop-up store locations. Social media engagement expanded our reach, bringing in highly relevant participants.
The survey explored key areas—general candy consumption habits, frequency, and purchase behavior specific to Pastiglie Leone. We also tapped into emotional and nostalgic connections, flavor preferences, and perceptions of the brand’s broader portfolio.
seeing is
believing
Visualization played a crucial role in translating complex data into actionable insights. By presenting the results through custom charts, we made the findings not only accessible but also easily digestible for stakeholders.
These visual representations helped highlight important trends and correlations, and quickly understand the consumer profiles and key patterns emerging from the data.
many flavors
of customer
Blending qualitative insights with quantitative clustering, we identified four key consumer profiles: occasional buyers drawn to unique flavors, loyal traditionalists with a nostalgic bond, impulsive buyers linked to childhood memories, and those who purchase for gifting due to premium packaging.
Each profile combined behavioral, preference, and demographic insights, helping refine marketing strategies and guide product development.
what made it
worth it
By using an agile and efficient research approach, we extracted meaningful insights quickly, despite time and sample-size constraints. Identifying key consumer segments early on proved critical to Pastiglie Leone’s expansion strategy.
These findings informed participant selection for co-design workshops and shaped new product directions—ensuring the brand remained true to its legacy while winning over fresh audiences.
still curious?
As much of this project involves confidential aspects, I have chosen to highlight a single activity within it—identifying core customer profiles. I’d be happy to share more details upon request.