National Candy Manufacturer

Understanding Urban and Rural Cultures


The Challenge

This major candy manufacturer needed a better understanding of market and regional differences, and the mindsets of consumers in both rural and urban centers to ensure their brand positioning and messaging was resonant.


Our Approach

Kantar Consulting deployed MONITOR profiling to understand demographic, lifestyle and attitudinal differences of urban and rural consumers, then applied MotiveMix dimensions to map these attitudes at a county and regional level.

The Insight

Mapping U.S. counties by the five key MotiveMix dimensions (Technology Disposition, Cultural Connection, Cultural Exploration, Novelty and Environmentalism) which were core dimensions related to the brand, helped highlight regional differences that called for nuanced messaging for the brand.


The Impact

The insights informed strategic recommendations for personalized marketing and engagement initiatives aimed at the brand’s retail channel partners with the goal of elevating the brand position and optimizing retail execution at a regional level.


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