How we helped

Living Alchemy is a Canadian company that produces fermented, organic whole foods probiotics, prebiotics, and digestive enzymes. Living Alchemy had hired Conscious Brands to perform an assessment, which revealed a need to cultivate more empathetically connected customers who were engaged with the product, invested in their health and wellness, and eager to learn more. Toward that end, Kindship Group was brought in to conduct market and consumer research, develop consumer personas, and make strategic recommendations based on the competitive landscape.

Using our collaborative process, Kindship Group worked directly with Living Alchemy to design a unique consumer survey to gather information desired by the client. Not only was the survey designed from scratch rather than a template, but there was an added level of complexity due to the bilingual nature of the client’s Canadian customer base. We worked with a French translator to ensure that all questions, tone, and messaging were consistent in both languages. Kindship Group also managed multiple lists—both existing consumers and purchased lists—with separate segments for English- and French-speaking consumers.

The second phase of the project involved one-on-one interviews with consumers to glean a deeper understanding about their specific needs, wants, pain points, and goals. This work, coupled with the consumer surveys, allowed Kindship Group to offer the client a detailed and thorough presentation of consumer personas. 

The final project presentation featured a competitive landscape assessment with custom brand personas created for the client and its leading competitors, as well as big-picture takeaways and strategic recommendations for how to build brand differentiation and create consumer affinity and engagement in the market.